Axe-Is it ok for guys…
Axe, once known for its stereotypical commercials, is now forcefully challenging masculine stereotypes with its powerful “Is it ok for guys…” campaign.
The campaign is a part of Axe’s “Find Your Magic” positioning. Its goal is to shed light on how guys struggle with masculinity. There’s a lot of pressure on guys to “be a man”, which prevents them from being themselves.
The body spray brand, partnering with Promundo, based the campaign on real questions that guys search on Google every day. The results were astonishing, giving a valuable insight into the way guys doubt themselves in their attempt to fit into societal standards.
The study’s results also showed that 72% of guys have been told how a real man should behave, 59% believe they should act strong even if they feel scared, and nearly half think they shouldn’t ask for help with their problems.
Axe’s goal by opposing male stereotypes is to encourage men to embrace their individual identity and to feel free to share their thoughts and insecurities without fear. The brand’s social mission is to ultimately “redefine what it means to be a man”.
Axe’s initiative lead to the start of a global conversation about toxic masculinity. The campaign attracted an amazing media response and an overwhelming number of social media posts and videos with the hashtag #isitokforguys, all of them supporting that it is, in fact, ok for guys to be themselves.
Our Team-HillADers: Antonella Sofianidou, fay paschali, Τετη Μαδιά, Angeliki Sakellariou
