Gillette’s new ad campaign targeting toxic masculinity is confronted with the opposition of the viewers.
Days after the American Psychological Association (APA) has announced that the “traditional masculinity” is “harmful” for the society and can lead to homophobia and sexual harassment, razor brand, Gillette has a new ad campaign to touch on the same subject.
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The Procter & Gamble-owned company of the use of the new ad to address his own slogan “The Best a Man Can Get,” addressing issues of sexual harassment, bullying, and men’s mental health. It also promotes the idea that a man can and should be better when it comes to holding each other accountable and treat women with respect, as a better example for the boys watching them.
The ad, “entitled, We Believe, begins with a compilation of actions frequently associated with the ‘toxic masculinity,'” a press release stated.
“We believe in the best in people. To say the right thing to act the right way. Some already are. But sometimes this is not enough. Because the guys watching today are the men of tomorrow,” a narrator says over clips of the men defending others from bullying or stop by the friends of the harassment of women.
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The video is more than just an advertisement for the products of the company. Gillette is to use it as a way to promote change in the society and has a special page on its website to the cause.
“It is time that we recognize that brands, like ours, play a role in influencing the culture. And as a company that encourages people to be their best, we have a responsibility to ensure that we have positive, feasible, inclusive and healthy versions of what it means to be a man,” the page reads.
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Along with the message, Gillette also announced the donation of $1 million per year for the next three years to various non-profit organizations designed to help men of all ages achieve their personal best time.
“The traditional masculinity ideology has been shown to reduce males’ psychological development, the curtailment of their behavior, result in gender role strain and gender role conflict and a negative impact on mental health and physical health,” the APA report warns.
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However, Gillette’s message does not seem to sit with customers. Many commenters on YouTube wrote that they are not buying the brand’s products anymore.