Bringing Out The Best In Society
Around The Globe
In the UK, Gillette launched, “Made of What Matters,” a campaign that aims to inspire the next generation of men by showing that there is a code of play that exists in football and life that determines important traits that men carry both on and off the pitch to always show their best side. The campaign features a short film highlighting the values that drive global ambassador Raheem Sterling, both on and off the pitch, which make him an inspiration and role model to all. This ongoing commitment also includes a partnership with youth education charity Football Beyond Borders (FBB) to help provide more young people with the inspiration, opportunity and support they need to fulfill their potential.
In Spain, we launched the “Hay Que Ser Muy Hombre”(“It Takes a Real Man”) campaign that refreshes a famous Spanish expression saying that it takes courage to be yourself. The campaign will also include educational materials to allow high school teachers and university Professors to have conversations with teenagers about masculinity.The program will reach over 300 schools and over 20,000 teenagers.
In Russia, Gillette launched “The Best Man is You,” a campaign based on the idea that every man can be a hero through his everyday actions. The initiative included a donation drive, “Be the Hero of a New Generation,” where one ruble from the purchase of all Gillette products was donated to SOS Children’s Villages, an organization that provides support to local at-risk children and their families. As a result, Gillette Russia has donated to SOS Children’s Villages which has funded sports workshops and the construction and renovation of sports fields in Children’s Villages throughout Russia.
#BarberShopGirls #ShavingStereotypes is a film we created that tells the story of two girls, known as the Barbershop Girls of India, who are inspiring the next generation of men by redefining gender stereotypes. We are also expanding “Safalta Apni Mutthi MeinGuard” a program that launched more than three years ago to reach 5,000 colleges and universities to provide practical training on resume writing, interview skills and insights on to succeed in the professional world.
In South Africa, two out of three children are raised without their father, so many boys do not have a father to turn to for advice. It is often the women – mothers, grandmothers, aunts and sisters – who step up and play several roles. In honor of National Women’s Day in South Africa, Gillette paid tribute to the women raising the next generation of South African men through a film that tells the story of Gogo (grandmother) Nozizwe and her grandson Akhona. Gillette South Africa is also partnering with The Character Company, a non-profit organization whose mentorship programs guide young boys into becoming the best men they can be.
In Canada, we released “First Shave,” an online-only short film featuring the first shaving experience of a transgender man supported by his father. The ad’s release was timed tocoincide with Toronto’s Inside Out Film Festival, where Gillette was a sponsor and featuring the video prior to a film screening.