Positioned Axe as thought-leaders on changing outdated views of masculinity, co-creating ‘The Man Box’ research report with NGO partner Promundo to challenge masculine stereotypes. Launched with a global media approach and the ‘Is it OK for Guys?’ campaign, featuring Rik Strubel Axe VP in top-tier titles like The New York Times.



‘Is it OK for Guys?’ shortlisted for a Cannes Lion in the media category

95 pieces of global coverage and counting… UNILAD piece shared on social to 34m of our target audience

Rik Strubel positioned as thought-leader, with over 1.4 billion impressions

“I’m proud to pick up a big societal issue and to see that we are touching lives in the right way. Thank you all for helping getting this campaign out there and making a difference”
Claire McHardy
Global Brand Manager, Unilever Axe