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Gillette’s ‘We Believe’ Ad Sparks Controversy

Published: January 24, 2019 151 2:15 am


man shaving beard | Gillette's 'We Believe' Ad Gillette’s latest advertisement isn’t about shaving cream, razors, or personal grooming. It’s about redefining “the best a man can get” and it addresses serious topics like toxic masculinity, sexual harassment, and the #METOO movement. Reactions to the ‘We Believe’ commercial have been mixed. Some call it a breath of fresh air and applauded the razor company for the progressive ad and for highlighting serious social concerns. Others threatened to boycott the company and were offended, calling it “feminist propaganda.”

Gillette’s North American brand director said that he anticipated debate and that a discussion around what is perceived as masculinity is desperately needed. He hoped that men would watch the video and be inspired to act like role models or stand up to bad behavior. Unfortunately, not all men agreed and some took it as a personal attack. This isn’t the first time Procter & Gamble has rocked the advertising waters before. They won praise for their Always “Like a Girl” campaign and for Pantene’s “Strong is Beautiful” campaign. Now they turn their attention to men.

Related Reading: Brett Kavanaugh Hearing Ignites #MeToo Discussions

How Toxic is Toxic Masculinity?

The effects of toxic masculinity in our society are staggering. According to the National Sexual Violence Resource Center:

  • 1 in 5 women will be victims of rape during their lifetime
  • 1 in 5 women will be victims of sexual assault while attending college
  • 91% of rape victims and sexual assault victims are female
  • 8% of all rapes occur in the workplace
  • Rape is the most under-reported crime and as many as 63% are never reported
  • 90% of sexual assaults that occur on campuses are never reported
  • 96.8% of all mass shootings in the United States are committed by men

Toxic masculinity takes its toll on men as well. Men constitute 93% of all inmates in prison and are more likely to become workaholics, suffer alone with mental illness, and become alcoholics. They also have a shorter life expectancy.

Sexual Assault Survivors Need Legal Help

The Attorneys of the Gold Law Firm Walking in Downtown DenverIf you’ve been a victim of sexual assault or sexual harassment, you have a right to file charges against your aggressor. At the Gold Law Firm, our sexual harassment and abuse attorneys fight aggressively for survivor rights. We can hold abusers and negligent institutions that harbored them accountable for the harm they’ve caused. Our lawyers know what is at stake and we work aggressively and efficiently to protect survivors every step of the way.

Contact Gregory A. Gold of the Gold Law Firm today for a free consultation at (303) 694-4653. We are ready to help you through this difficult time.



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