EDITORIAL: Gillette ad challenges men

Recently, Gillette changed their logo and put out a two-minute ad, all about “the best a man can be.”

Although the company has faced some backlash from viewers and consumers, their message seems simple to me. The company is working on changing the way we view boys and men, and explains to people that the way boys are raised creates the men of tomorrow. It is also trying to change the way boys and men see the world around them.

With recent movements against sexual assault and long-time stereotypes of “boys will be boys,” Gillette is trying to change the way people think. They are standing up and saying it’s not OK to punish boys for being weak, it’s not OK to treat women as objects, and it’s not OK to bully and harass other people.

Their objective is commendable. More advertisements need to be made this way. With all of the “sex sells” advertisements we have seen over the past many decades, of course people might be a little shocked to see something so poignant come from Gillette.

But, they are taking a stand, which is very brave for a company of its size and status among men. They are teaching us as a society that men have to be more. They have to work harder, but they can work together. Men can make the change in the attitudes of their peers.

Women have worked so hard to get where we are. We worked for the right to vote, to have our say, for equal pay, and so much more. We are still working every day on sexual assaults, and self defense. Women of today need the help of the men now and in the future. Together, we can make a difference in our society.

Really, we can only do this together. We need each other to change the way the world thinks. And, it is attainable. Even something as simple as showing that it isn’t acceptable to cat-call, touch, or demean women in any way is starting the change.

The ad hit me in an emotional way. So far, I haven’t seen any company send such an important message out to the world. I hope consumers will see it this way, and maybe it will inspire some people to make a change in the way that they act each day.

Maybe Gillette can work on their products for women next. No more of this “I’m your Venus, I’m your fire, your desire.” They could easily change the slogan to something more empowering, and uplifting for women, rather than implying we are objects of desire.

It is time to wake up, stand strong, and take pride in personal grooming, knowing that the rest of the day will go on to treat people fairly, equally, and with empathy.

Just Posted

28 townhouses on the way to 525 Dogwood

Council approves latest phase of development, but not before expressing traffic concerns

Diver discovers possible historic anchor off Campbell River

The rusted, barnacle-encrusted anchor was wedged into the bottom off Quadra Island… Continue reading

Cold weather puts pressure on homeless shelters in Campbell River

Salvation Army and Sobering Centre offer a total of 40 beds

SRD chair, CAO to respond to 32 letters from Cortes Island

Board votes for responses in light of delegations being turned down

Back to school for Vancouver Island’s snow-covered kids, more snow coming

All school districts in business this morning but officials warn another 5-10 centimetres today

B.C. students win Great Waters Challenge video contest

Video, mural and song about saving the salmon claims the top prize

Eight cases of measles confirmed in Vancouver outbreak

Coastal Health official say the cases stem from the French-language Ecole Jules Verne Secondary

Ontario police field complaints over Amber Alert for missing girl, 11, found dead

Some said the Amber Alert issued late Thursday for Riya Rajkumar disrupted their sleep

Former B.C. premier Gordon Campbell accused of sexual touching

Accuser went to police, interviewed by Britian’s Daily Telegraph

B.C. couple attacked with acid, slashed with knife in Vietnam

Warning, graphic images: Man has burns on 80 per cent of his body, slashed with knife

Northern B.C. First Nation clan says ancient tools found at pipeline work site

Archeologists from the Smithsonian Institute estimate one of the stones found dates back up to 3500 years

Names keep adding to vaccine petition started by B.C. mom

Maple Ridge mom started campaign to make vaccination a condition of attending school

Wilson-Raybould resignation stokes anger, frustration within veterans community

Liberals have had three veterans-affairs ministers — Kent Hehr, Seamus O’Regan and Wilson-Raybould

Most Read