Gillette is exploring the concept of “toxic masculinity” and what it means for men to be the best versions of themselves with its latest campaign.

The Procter & Gamble-owned grooming brand, whose famous tagline reads “The best a man can get,” is celebrating men who have had a positive impact on society with its new ad series.

The campaign comprises a short film dubbed ‘We Believe’ that examines the concept of “toxic masculinity” in light of the widespread #MeToo movement, covering topics such as bullying and sexual harassment.

It then goes on to explore the ways in which men can set a good example for themselves and their loved ones, such as stepping in to stand up to bad behaviour.

“Gillette believes in the best in men,” said Gary Coombe, president, P&G Global Grooming, in a statement.

“By holding each other accountable, eliminating excuses for bad behaviour, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”

He added that the brand intends to review its public-facing content to ensure that it fully reflects “the ideals of respect, accountability and role modelling.”

The brand has also pledged to donate US$3 million to US non-profit organizations helping men achieve their personal best over the next three years. The first association to benefit will be the Boys & Girls Clubs of America, which aims to provide young men with the skills needed for effective communication.

Gillette’s new approach follows a study it commissioned into how both men and women would define the attributes of a man “at his best.”

The results found that 64% of respondents rated honesty as a key quality, while moral integrity (51%), a good work ethic (43%) and being respectful to others (41%) also scored highly. Some 95% of participants agreed that being a good father was one of the most important things a great man could do.

To watch ‘We Believe,’ see https://youtu.be/koPmuEyP3a0