The thesis hereby presented is of interdisciplinary nature since links both gender studies a social communications. The project is a response to the feminist calling to promote new masculinities. The thesis identifies as a root issue the fact that conventional gender norms are constructed in a social context that have been historically interpreted as traditional, binary and relational, which result in identity issues in men and women that choose, consciously or unconsciously, to define themselves and their social experience through this limiting outlook on life and human nature. This thesis goes further than just investigate the issue, and therefore proposes as an advertising product the pre-production and production of prototype content of a campaign that would take place in order to promote new masculinities in the context of the Pontificia Universidad Javeriana, implementing transmedia storytelling. The story takes life and form through a series of characters, both professors and students, that manifest an opinion on the subject con the campaign and the discussion of new masculinities; the result is a mix of people in favor, against, or somewhere in the middle. What comes to light with the campaign is the difference between identity and gender. Gender in a traditional and binary sense divides, while identity is more broad and more representative of our human nature that when in balance shows both feminine and masculine aspects.