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Top 6: January 23rd 2019
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Gillette: We BelieveTop 6: January 23rd 2019
Thirty years after first introducing the tagline “The Best A Man Can Get,” Gillette (NYSE: PG) 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. Gillette, via Grey, New York, 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.”
Planning Director: Kristian Henschel |
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