Axe Tackles 'Toxic Masculinity' by Revealing How Deeply Young Men Struggle With It

'Is It Ok for Guys?' campaign is based on real Google searches

In a matter of just a few years, Unilever’s Axe has gone from unabashedly (and often crassly) celebrating male stereotypes to forcefully opposing them. And its new campaign, from 72andSunny Amsterdam, represents its boldest step yet in combating what it’s now calling “toxic masculinity” and its debilitating effects on young men.