In redefining its The Best a Man Can Get promise, Gillette has pledged support to non-profit organisations which are helping men be their best.
Gillette has introduced a new marketing campaign and charitable programme celebrating the stories of men making a positive impact. Dubbed We Believe, the programme-leading short film begins with a compilation of actions commonly associated with toxic masculinity.
The spot provides examples of how men can take action to influence meaningful change for themselves, their loved ones, and peers, and set the right example for the next generation. The main objective is to challenge men to do more to attain a better version of themselves.
Gillette is also committing to donating $1 million per year for the next three years to non-profits running programmes in the United States designed to help men of all ages achieve their personal best. The project strives to drive respect, accountability, and role modelling.
“Gillette believes in the best in men. By holding each other accountable, supporting a new generation working toward their personal best, and eliminating excuses for bad behaviour, we can help create positive change that will matter for years to come,” said Gary Coombe, President, P&G Global Grooming.