Gadget initially posted this video on 18 January, and we have chosen to rerun this video today to honour the #AmINext campaign. We selected this video to make it clear that the education gap is not in women’s safety, but rather in how men need to be accountable for the actions they take against women.
Thirty years after first introducing the tagline “The Best A Man Can Get,” Gillette is taking another look at what it means to be “the best” and how we continue to portray those ideals in a modern way. Because in a world where the actions of the few can taint the reputation of the many, says the shaving brand, it knows there is work to be done – together.
A short film leading the campaign, entitled “We Believe”, begins with a compilation of actions commonly associated with “toxic masculinity.”
“Gillette believes in the best in men,” said Gary Coombe, president of P&G Global Grooming. “By holding each other accountable, eliminating excuses for bad behaviour, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”
More importantly, it then showcases examples of how men can take actions large and small to create meaningful change for themselves, their loved ones, and their peers, and set the right example for the next generation of men. Because it’s only by challenging ourselves to do more that we get closer to our best.
In addition to debuting the short film, Gillette is donating US$1-million per year for the next three years to non-profit organisations executing programmes in the United States designed to help men of all ages achieve their personal “best.” Through this commitment, the company says, it wants to both deliver and inspire more:
- Respect: Demonstrating respect and fostering inclusivity for all, including genders, races, religions and orientations.
- Accountability: Ending phrases like “Boys Will Be Boys” and eliminating the justification of bad behaviour.
- Role Modelling: Inspiring men to help create a new standard for boys to admire. We want boys to see and admire traits like honesty, integrity, hard work, empathy and respect.