Gillette: The Best A Man Can Be
Gillette is traditionally known as the “The Best A Man Can Get” brand but in a new advertisement focused on the effects of toxic masculinity they are highlighting their new campaign titled “The Best A Man Can Be”. According to the brand’s website, this campaign is aimed at “promoting positive, attainable, inclusive and healthy versions of what it means to be a man”. This promise is accompanied by a US$3 million donation to American non-profit agencies with the mission to “inspire, educate and help men of all ages achieve their personal ‘best’ and become role models for the next generation.”
Although the funding from this campaign is going towards American organizations, there are organizations in Canada that are also fighting to change the perception of masculinity. An example of one of these groups is the Sexual Assault Centre. By educating communities on the role that toxic masculinity can play in rape culture SAC is helping to challenge the relationship between manhood, sex, and consent. SAC’s approach to community education combined with their efforts to ensure that all survivors of sexual assault, regardless of gender, have the same access to support demonstrates just a few ways that SAC is making a difference in the lives of Canadian men.