“Is it OK for guys?” asks Axe

After celebrating manhood unabashedly, Unilever’s Axe has gone on to question what real manhood is about. Has the stereotyping of masculinity put men under tremendous pressure? Are young men becoming more and more anxious as they deal with what is ‘perceived’ to be masculinity?

Last year, Axe’s campaign asked men to “find their magic” and express what truly makes them an individual. According to Rik Strubel, global vice president, that is just not enough. “Guys just can’t be told to be themselves without addressing the underlying cultural issues and restrictive definitions of manhood that is holding them back,” he said in a statement

To that end, Axe used real google searches as evidence to prove that men are really confused and are seeking help with issues of masculinity. It has tied up with three non-profit organisations to seek out answers that will help men with their underlying fears. It is also collaborating with influencers who will share their own stories.

Source : http://www.adweek.com/brand-marketing/axe-tackles-toxic-masculinity-by-revealing-how-deeply-young-men-struggle-with-it/