Unilever male grooming brand AXE has launched #isitokforguys, a Google search-driven campaign that reveals how guys are hiding behind their screen to ask the questions they can’t face asking out loud. The campaign stars influencers like Anthony Joshua and is part of AXE’s ‘Find Your Magic’ initiative, encouraging guys to get rid of the cultural pressures and labels telling them what it means to ‘be a man’.
From today, guys typing in these questions will find responses from a dream team of real guys. Is it ok to do yoga? Anthony Joshua says ‘Of course!’. Is it ok for guys to be friends with women? Will Poulter says ‘Bring it on’.
Speaking about the campaign, Anthony Joshua said, “I’m proud to look after my body in whatever way I can and Yoga plays a big part in improving performance, strength, and flexibility. I’m working with AXE to open up and help more guys be the men they want to be.”
#isitokforguys follows recent research conducted by Promundo with support from AXE in the U.S., UK, and Mexico, which digs deep into what life is like for men in the ‘Man Box’. The ‘Man Box’ is a set of socially reinforced rules that say men should be the alpha male, hide their feelings, look a certain way and refrain from speaking up or seeking help for issues.
The research shockingly revealed that 65% of respondents have been told that “a real man” should behave a certain way. 66% think society expects them to act strong, even if they feel scared. And 56% feel they are expected to figure out problems on their own without asking for help.
AXE’s Global Vice President Rik Strubel said, “We want guys to see there’s no holds barred on what men can or cannot be. We need to help more men by tackling toxic masculinity, head on.
Our aim is to create an inclusive society where everyone – men and women – can be who they damn well want to be.” The initiative will be supported by activity in the US and UK throughout 2017 as part of AXE’s commitment to liberate men from harmful labels, helping them to be who they damn well want to be.
The Find Your Magic social initiative launches globally today with the Google search-driven #Isitokforguys campaign, rolling out across AXE’s social channels. Campaign highlights include the 45s anthem film, as well as filmed interviews with 30 AXE partners, answering guys’ most searched questions.
Laura Visco and Matt Heck, Creative Directors at 72andSunny Amsterdam, the agency responsible for #isitokforguys conclude, “Data showed us what real guys around the world ask Google about their own insecurities, so we put forward real guys with real answers. We want to tell guys that there are no rules around how they should look, act or feel – they should be open and proud to be themselves.”