Gillette is introducing a new marketing campaign and charitable program dedicated to celebrating the stories of men making a positive impact, and to inspire others in the process.
A short film leading the campaign, entitled “We Believe”, begins with a compilation of actions commonly associated with “toxic masculinity.”
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.
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