Thirty years after first introducing the tagline “The Best A Man Can Get,” Gillette is taking a fresh look at what it means to be “the best” and how we continue to portray those ideals in a modern way. Because in a world where the actions of the few can taint the reputation of the many, we know there’s work to be done – together.
Thirty years after first introducing the tagline “The Best A Man Can Get,” Gillette is taking a fresh look at what it means for men to be at their “best.”
“Gillette believes in the best in men,” said Gary Coombe, president, P&G Global Grooming. “By holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”
Today, Gillette is introducing 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 program-leading short film, entitled We Believe, begins with a compilation of actions commonly associated with “toxic masculinity.” More importantly, it then showcases examples of how men can take actions large and small to create meaningful change for themselves, their loved ones, their peers and set the right example for the next generation of men. Because it’s only by challenging ourselves to do more that we get closer to our best.
In addition to debuting the short film, Gillette is taking action by committing to donating $1 million per year for the next three years to non-profit organizations 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 – Demonstrating respect and fostering inclusivity for all, including genders, races, religions and orientations.
- ACCOUNTABILITY – Ending phrases like “Boys Will Be Boys” and eliminating the justification of bad behavior.
- ROLE MODELING – Inspiring men to help create a new standard for boys to admire. We want boys to see and admire traits like honesty, integrity, hard work, empathy and respect – words that people across the U.S. use when describing what a great man looks like.
“In our last decade of work on the theory of masculinity in modern America, we’ve sought to understand both the internal and external forces that shape men’s attitudes, beliefs and actions,” said Drs. William Seymour, Ramel Smith, and Hector Torres of the Building a Better Man Project. “We’re honored to partner with Gillette as they seek to champion causes that can make a positive impact on men and boys.”
Our first partner in this effort is The Boys & Girls Clubs of America. Positive experiences at Boys & Girls Clubs provide young men with the important social and emotional skills they need to communicate effectively, to work with others, and develop coping mechanisms in order to face challenging situations. These skills are critical in everyday life and to the success of young people. With more than 4,300 Clubs across the country, Boys & Girls Clubs’ singular mission is to ensure that youth in America have the opportunities that set them up for success so that they graduate on-time with a plan for their futures, where they live healthy lifestyles and give back to their communities.
“As the world’s largest marketer to men, we knew that joining the dialogue on ‘Modern Manhood’ would mean changing how we think about and portray men at every turn,” said Gary Coombe, president, P&G Global Grooming. “As a starting point, and effective immediately, Gillette will review all public-facing content against a set of defined standards meant to ensure we fully reflect the ideals of Respect, Accountability and Role Modeling in the ads we run, the images we publish to social media, the words we choose, and more. For us, the decision to publicly assert our beliefs while celebrating men who are doing things right was an easy choice that makes a difference.”