Gillette tackles toxic masculinity with new campaign

Gillette is exploring the concept of ‘toxic masculinity' and what it means for men to be the best versions of themselves with its latest campaign.

The Procter & Gamble-owned grooming brand, whose famous tagline reads "The best a man can get," is celebrating men who have had a positive impact on society with its new ad series.

The campaign comprises a short film dubbed 'We Believe' that examines the concept of ‘toxic masculinity' in light of the widespread #MeToo movement, covering topics such as bullying and sexual harassment. It then goes on to explore the ways in which men can set a good example for themselves and their loved ones, such as stepping in to stand up to bad behavior.

"Gillette believes in the best in men," said Gary Coombe, president, P&G Global Grooming, in a statement. "By holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,' we can help create positive change that will matter for years to come." He added that the brand intends to review its public-facing content to ensure that it fully reflects "the ideals of respect, accountability and role modeling." 

The brand has also pledged to donate $3 million to US non-profit organizations helping men achieve their personal best over the next three years. The first association to benefit will be the Boys & Girls Clubs of America, which aims to provide young men with the skills needed for effective communication.

Gillette's new approach follows a study it commissioned into how both men and women would define the attributes of a man "at his best." The results found that 64% of respondents rated honesty as a key quality, while moral integrity (51%), a good work ethic (43%) and being respectful to others (41%) also scored highly. Some 95% of participants agreed that being a good father was one of the most important things a great man could do.