Gillette: We Believe

Gillette has released a new marketing campaign and charitable program dedicated to celebrating the stories of men making a positive impact, and to inspire others in the process.

The campaign-leading short film directed by Somesuch's Kim Gehrig and created by Grey New York, entitled We Believe [above], begins with a compilation of actions commonly associated with 'toxic masculinity' before going on to showcase examples of how men can take actions, large and small, to create meaningful change for themselves, their loved ones and their peers, and set the right example for the next generation of men. 

In addition to the short film, Gillette is committing to donating $1 million per year for the next three years to non-profit organisations executing programs in the United States designed to help men of all ages achieve their personal 'best'. Through this commitment, we want to both deliver and inspire more respect, accountabilty and role models for young men to look up to.