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#isitokforguys

#isitokforguys | Axe/Lynx | 72andSunny
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basics
Industry: Beauty & Health
Media:TV & Cinema
Market:Netherlands
Style: Minimalism
descriptioncnen
Synopsis
When AXE’s “Find Your Magic” debuted in January 2016, it represented a dramatic new direction for the brand where now, attraction equals connection instead of conquest. It presented an enlightened and progressive view of masculinity that resonated with a new generation of men. Today, as a brand promoting self-expression, AXE fights the labels that limit guys around the world from being themselves. As a first social mission, the brand decided to fight against guys’ biggest enemy: Toxic Masculinity. Encouraging all guys to rid themselves of the cultural pressures and labels that constrain them in their day to day. The objective was to expose this invisible problem to the world, open the conversation and provide genuine help to guys who are victimised by labels.
Strategy
In analysing search engine data, we discovered a pattern among young guys aged 14-21. There were many queries under the same question: ‘is it ok for guys’. These ranged from the lighthearted “...to be the little spoon?” to “...to experiment with other guys?” and the heavier “...to be depressed?” The strategy was further informed by research showing the extent of the problem: 59% of men believe they should act strong even if they feel scared, nearly half avoid asking for help with their problems, and one in five guys have considered suicide in the previous two weeks. To launch the brands first social mission, we wanted to make this invisible problem visible, in order to open the conversation around toxic masculinity.
Outcome
With 1.3 billion PR impressions and 92% positive engagement, #isitokforguys opened a global conversation on what masculinity means. In two weeks, the campaign had made 1.3 billion media impressions. Publications like ‘The New York Times’ and ‘The Huffington Post’ covered the story, and men and women everywhere were mobilising themselves, sharing over 154K articles and even educating children as young as eight years old in school on the previously taboo topic of toxic masculinity. Still, our main KPI was to engage guys themselves. After the launch, there was a 3x increase in search on “is it ok for guys”. With influencer videos receiving 92% positive engagement and the campaign earning the highest ever performing swipe rate ever on VICE’s Snapchat Discover channel, we helped redefine what men can and cannot do.
Execution
The campaign was launched in both the UK and US. We opened the conversation with a 60” anthem film on Youtube revealing the most common search queries, leaving them unanswered to highlight the private internal struggles and solitude that can contribute to bullying, violence and even suicide. The film encouraged guys to search and see for themselves. When they did, they found answers to their various questions from 25 different influencers including Anthony Joshua and Will Poulter, posting from their own social channels. Using SEO we made sure as many guys as possible would be exposed to the campaign. For heavier queries, our NGO partners offered real help. So when guys searched online, they would find that it was OK for them to be themselves.
CampaignDescription
We discovered a search pattern: guys were searching online what real man should or shouldn’t do. ‘Is it ok for guys to cry?’ ‘To drink soy milk?’ ‘To experiment with other guys?’. These queries revealed how anxious guys feel about gender norms imposed upon them by society. We wanted to put real guys forward with real answers to address these concerns and to take a stand against toxic masculinity. And ultimately help young men who silently suffer under outdated gender labels.
BriefWithProjectedOutcomes
While femininity has evolved dramatically over the past century, the other half of the gender equation is falling behind. Masculinity is more toxic than ever as the norms of yesterday still impact what our guys live today. In fact, research shows that 72% of guys have been told how a “real man” should behave and these standards that dictate both behaviour and appearance can be incredibly harmful. In today’s society, 93% of federal inmates are men and of all the mass shootings in the US since 1982, only three have been committed by women. Men abiding to these norms tend to die younger from suicide, alcohol and drug abuse, and other kinds of risky behaviours compared to men who do not. To combat “toxic masculinity” and its debilitating effects on young men, we needed to help open the conversation by acknowledging the scope of the issue.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Creative Data
Data Storytelling
Cannes Lions International Festival of Creativity 2018
Shortlist Glass: The Lion for Change
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