New LYNX campaign exposes the questions men ask behind closed doors...
CALM partner Lynx has launched #isitokforguys, a Google search-driven campaign that reveals how guys are hiding behind their screen to ask the questions they can’t face asking out loud.
From today, guys typing in these questions will find responses from a dream team of real men. Is it ok to do yoga? Anthony Joshua says ‘of course!’. Is it OK for guys to be friends with women? Will Poulter says ‘bring it on.’
Speaking about the campaign, Anthony Joshua said “I’m proud to look after my body in whatever way I can and Yoga plays big part in improving performance, strength and flexibility. I’m working with LYNX to open up and help more guys be the men they want to be.”
#isitokforguys follows recent research conducted by Promundo with support from Lynx in the US, UK and Mexico. Lynx say it digs deep into what life is like for men in the ‘Man Box’ – a set of socially reinforced rules that say men should be the alpha male, hide their feelings, look a certain way and refrain from speaking up or seeking help for issues.
The research revealed that 65% of respondents have been told that “a real man” should behave a certain way. 66% think society expects them to act strong, even if they feel scared. And 56% feel they are expected to figure out problems on their own without asking for help.
Rik Strubel, Lynx Global Vice President, at Unilever said, “We want guys to see there’s no holds barred on what men can or cannot be. We need to help more men by tackling toxic masculinity, head on. Our aim is to create an inclusive society where everyone – men and women – can be who they damn well want to be.”
Laura Visco and Matt Heck, Creative Directors at 72andSunny Amsterdam, the agency responsible for #isitokforguys said, “data showed us what real guys around the world ask Google about their own insecurities, so we put forward real guys with real answers. We want to tell guys that there’s no rules around how they should look, act or feel – they should be open and proud to be themselves.”
Watch the film and visit the #isitokforguys Lynx website.