Axe built its brand on male stereotypes. Now they're trying to undo the damage.

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The brand's 'Is it OK for guys...' ad contains an important core message.

Axe's latest ad is a major rebuke of everything they've built their brand on — and it's totally awesome.

The ad titled "Is it OK for guys..." encourages its audience to break free of macho stereotypes and rethink masculinity, a continuation of its 2016 "Find Your Magic" campaign.

GIF from Axe/YouTube.

It's a neat, much-needed departure from some of the old masculinity tropes the brand used to promote.

Tropes like the idea that if you cover yourself in body spray, you'll become irresistible to hordes of scantily-clad women.

"Spray more, get more." GIF from Axe/YouTube.

Or promoting the concept that the existence of women is a danger to mankind (or at least a danger to the type of manly-men-who-can't-focus-in-the-presence-of-an-attractive-woman-and-totally-wear-Axe).

"Black chill." GIF from Axe/YouTube.

There's an important message at the latest ad's core about what it means to be "a real man."

Much of the backlash to Axe's older ads stemmed from arguments over whether the campaigns demeaned women — but the attitudes in those ads actually hurt men in real ways.

First, let's address the obvious: Telling boys not to cry, glorifying and enforcing macho stereotypes on men is bad for their mental and physical health.

— (@)

Compared to women, men are more likely to drink in excess, less likely to be diagnosed with depression (but more likely to die from suicide), and more likely to die at an earlier age.

It's not outrageous to think the need to conform to stereotypes contributes to these tragic outcomes. These facts are disheartening and show we all need to do more to support men. That's what makes Axe's move so cool. They're setting a new standard for how we should treat men: as emotionally-layered people with all different — and valid — expressions of masculinity.

— (@)

Whether or not the ad makes you want to go out and buy a can of Axe (if you do, please, please use it in moderation — I beg of you), it's definitely worth sharing its message.

From Your Site Articles

Funny video satirizes advertising aimed at men - Upworthy ›

Visit Sweden

Popular

Sweden makes stunning decision to trademark its name to avoid confusion

The country is taking historic steps to fix the problem.

via Visit Sweden (used with permission)

A Swedish woman taking things into her own hands.

True

Sweden has existed for over 1,000 years, but travelers across the globe are confused because other places, inspired by the country’s untouched beauty and joyously inclusive culture, have taken its name.

Seven other places in the world call themselves Sweden, so to distinguish itself from the name-alikes, the Kingdom of Sweden is taking a bold, historic step that no country has before. It’s become the first to apply to trademark its name with the European Union Intellectual Property Office.

Visit Sweden likens the country’s problem to a luxury brand that has to contend with dupes, knockoffs, or bootlegs that fall short of the glory of the genuine article.

“It’s flattering that other places want to be called Sweden, but let’s be honest, there should only be one. Our Sweden. The one with the Northern Lights, endless forests, and the world’s best flat-pack furniture,” says Susanne Andersson, CEO at Visit Sweden.

- YouTubewww.youtube.com

By trademarking its name, Sweden will make things much less confusing for travelers worldwide. It’d be a shame for someone looking to visit Sweden’s majestic Lapland to mistakenly wind up in a place with no reindeer, Aurora Borealis, or cloudberries to be found.

The world-class research team at Visit Sweden knew it had to act when it realized that other destinations with the same name had tripped up travelers. People looking to vacation in Portland, Oregon, have accidentally wound up in Portland, Maine. Travelers yearning to experience the fall in Manchester, New Hampshire, have been deplaning in Manchester, England. “It happens more than you think!” the researchers admitted.

sweden, visit sweden, swedish vacation The Northern Lights in Sweden. via Visit Sweden, Photographer: Jann Lipka/imagebank.sweden.se

The E.U. Intellectual Property Office must act swiftly and allow Sweden to trademark its name so that travelers worldwide don’t miss the opportunity to experience an utterly unique country known for its serene landscapes, commitment to deep relaxation and personal freedom.

No one should ever miss out on staying on one of Sweden’s 267,570 islands, more than any other country. The Swedish archipelagos offer luxurious glamping, peaceful hikes, tranquil solitude and awe-inspiring, pristine nature.

sweden, visit sweden, swedish vacation A woman camping in the Swedish archipelago.via Visit Sweden, Photographer: Anders Klapp/imagebank.sweden.se

Sweden is a beautiful place to visit all year round, with bright summers, colorful falls, vibrant springs and dark, crisp winters. It is also a place to delight your tastebuds with a cuisine centered on healthy, locally sourced produce, with some preparation methods dating back to the Viking era.

The original Sweden is a place where one can relish Old World European history while also enjoying the modern pleasures of the most progressive countries in the world. Travelers can be whisked back into history by visiting the Naval Port of Karlskona, a well-preserved European naval town from 1680. Or, enjoy cutting-edge design, delicacies, art, music and culture in hip metropolitan destinations such as Stockholm or Sweden’s “coolest city,” Gothenburg.

Did we mention Sweden has an ABBA museum? Wait till the other 7 Swedens find out about that.

As you can see, Sweden is an incredibly unique destination that cannot be duplicated. It would be a tragedy for anyone intending to visit the original Sweden to mistakenly find themselves in a name-alike place that lacks its Scandinavian charm. You can do your part to stop the confusion by signing a petition to let Sweden trademark Sweden at Visit Sweden (the original).

sweden, visit sweden, swedish vacation A Swedish Midsommar celebration. via Visit Sweden, Photographer: Stefan Berg/Folio/imagebank.sweden.se

From Your Site Articles

Family

Woman who was pressured to quit her job to raise stepdaughter's baby makes a bold decision

This sparked an important conversation about family responsibility.

via Pixabay

When parents can't step up, should grandparents step in?

A story that recently went viral on Reddit’s AITA forum asks an important question: What is a parent’s role in taking care of their grandchildren? The story is even further complicated because the woman at the center of the controversy is a stepparent.

At the time of writing her post, the woman, 38, met her husband Sam, 47, ten years ago, when his daughter, Leah, 25, was 15. The couple married five years ago after Leah had moved out to go to college.

Leah’s mom passed away when she was 10.

When Leah became pregnant she wanted to keep the baby, but her boyfriend didn’t. After the disagreement, the boyfriend broke up with her. This forced Leah to move back home because she couldn’t afford to be a single parent and live alone on a teacher’s salary.

Leah’s story is familiar to many young mothers facing similar difficulties.

The father isn’t involved in the baby’s life as a caretaker or financially. Sadly, research shows that 33% of all children in the U.S. are born without their biological fathers living in the home.

Single motherhood comes with unique hardships.

via Alexander Grey/Unsplash

The new mother is a teacher and can’t afford to live on her own with a child. In 2019, a study found that out the top 50 U.S. cities, Pittsburgh is the only one where a new teacher could afford rent.

Today, Portland, OR has joined the very short list of cities where an "average teacher can afford 91.3% of apartments within community distance of their school" according to a recent study.

The stressors of taking care of the baby made Leah realize she needed help.

“But once she had the baby around 4 months back, Leah seemed to realize having a baby is not the sunshine and rainbows she thought it was,” the woman wrote on Reddit. “She barely got any sleep during the last four months. All the while Sam was helping her with the baby while I did almost all chores myself.”

“Now her leave is ending. She did not want to leave the baby at daycare or with a nanny,” the woman continued. “Sam and I both work as well.”

Leah asked her stepmother if she would stay home with the baby. The stepmother said no because she never wanted to have a baby and she has a job. “I asked why Leah can't stay home with the baby herself,” the woman wrote. “She said how she was young and had to build a career. I said many people take breaks to raise kids, and she broke down crying about how she was so tired all the time being a mom and needed something else in her life too.”

The demands of new motherhood are usually all-encompassing.

via Pixabay

After the woman told her stepdaughter no, her husband pressured her to stay home with the baby. But she refused to give up her job to raise her stepdaughter’s child. “Leah said yesterday how she wished her mom was alive since she would have had her back. She said I didn't love her, and my husband is also mad at me,” the woman wrote. The woman asked the Reddit community if she was in the wrong for “refusing to help my stepdaughter with the baby,” and the community responded with rapturous support.

"[The woman] should tell her husband to knock it off and stop trying to pressure her into raising his daughter’s baby. If he wants a family member to look after her baby while she works, then he can do it," user Heavy_Sand5228 wrote.

"This is Leah's baby that she alone chose to have. That doesn't obligate you to change YOUR life to suit her desires. The whole business of saying you don't love her because you won't quit your job to watch her baby is manipulative and messed up, and I'm shocked your husband is siding with her," user SupremeCourtJust-a** added.

Leah and many women like her are in this situation because, in many places, teachers are underpaid, rent is high, and not all dads pay child support, even those required by law.

Another commenter noted that the baby is much more the father’s responsibility than the stepmother's. "To add, Leah should consider seeking child support from her ex. Her kid should be getting that money," Obiterdicta wrote.

While there are resources to help stepparents connect with their stepchildren and step-grandchildren, it's important to remember that the responsibility to raise a child ultimately rests with the parent(s).

This article originally appeared last year.

From Your Site Articles

family

Subaru

Joy

5 things that made us smile this week

The animal edition!

True

Been stressed this week? Who hasn’t. That’s why we’re bringing you the latest in good news—five animal-themed stories we guarantee will put a smile on your face.

This week, we’re celebrating:

The most entertaining animal photos you've ever seen

Jason Moore/Comedy Wildlife Photography Awards 2023 and © Tzahi Finkelstein /Comedy Wildlife Photography Awards 2023

Need a laugh? How about a dozen laughs? Look no further than the 2023 Comedy Wildlife Photography Awards, a competition started in 2015 that focuses on the lighter side of wildlife photography. More than 1,800 photographers from around the world submitted photos, and the finalists—from a kangaroo playing air guitar to an arguing set of greenfinches—will absolutely make your day.

Healthier, happier, rescued pets

Hundreds of thousands of pets are relinquished to shelters each year, and many vulnerable pet populations—such as disabled and elderly dogs—can be hard to place in loving homes. Fortunately, Subaru has sponsored the rescue, rehabilitation, and adoption of more than 134,000 of these pets through the Subaru Share the Love® Event. As the largest corporate donor to the ASPCA® (The American Society for the Prevention of Cruelty to Animals®), Subaru and its retailers are donating a minimum of $300 to charities like the ASPCA for every new Subaru purchase or lease during the 2024 Subaru Share the Love Event, happening now through January 2, 2025.

This animal-centric (and adorable) creative writing assignment

View this post on Instagram
A post shared by Amy • 3rd Grade Teacher (@theuniqueclassroom)

Amy McKinney, a third-grade teacher in Pennsylvania, recently had a genius idea for teaching her class persuasive writing: Rather than have them formulate an argument for an imagined audience (boring!), McKinney partnered with a local animal shelter and had her class write persuasive descriptions of each animal to help them get adopted. Each student chose a pet to write about and sent their essays to the shelter to display and post to the shelter’s social media channels. Student engagement was “tremendous,” said McKinney, and there’s no doubt these persuasive paragraphs made a huge difference in these shelter pet’s lives. Adorable.

The dog who saved his owner with CPR (yes, really)

Dogs have made the news for saving humans before, but have you ever heard of a dog performing CPR? That’s exactly what Bear, a Siberian Husky-Golden Retriever mix, did in 2022 when he found his owner unconscious on the floor after suffering a major heart attack. Not only was Bear able to quickly call for help, he even jumped on his owner’s chest repeatedly while someone else called the paramedics. Thanks to Bear, the owner survived what should have been a fatal heart attack. Now that deserves some head scritches.

Bee populations have reached a record high

macro shot photography of beePhoto by Jenna Lee on Unsplash

Honeybees are essential to the planet, as they pollinate over 130 types of fruits, vegetables, and nuts. For years, honeybee numbers have been in decline—but happily, that’s starting to change. The US has added almost a million bee colonies in the past five years, with more than 3.8 million honeybees in total.

For more ways to smile, check out how Subaru is sharing the love this holiday season.

From Your Site Articles

Axe built its brand on male stereotypes. Now they're trying to undo the damage.

The brand's 'Is it OK for guys...' ad contains an important core message.

Axe's latest ad is a major rebuke of everything they've built their brand on — and it's totally awesome.

It's a neat, much-needed departure from some of the old masculinity tropes the brand used to promote.

There's an important message at the latest ad's core about what it means to be "a real man."

Whether or not the ad makes you want to go out and buy a can of Axe (if you do, please, please use it in moderation — I beg of you), it's definitely worth sharing its message.

The country is taking historic steps to fix the problem.

This sparked an important conversation about family responsibility.

Leah’s story is familiar to many young mothers facing similar difficulties.

The animal edition!

The most entertaining animal photos you've ever seen

Healthier, happier, rescued pets

This animal-centric (and adorable) creative writing assignment

The dog who saved his owner with CPR (yes, really)

Bee populations have reached a record high

They're funny because they're true.

Gordon shared 15 of his oh-so-real comics with us. They're all funny 'cause they're true.

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I love Gordon's comics so much because they're just about the reality of parenting — and they capture it perfectly.

Hope their family was taking notes.

But wait, it gets worse.

There's a huge difference between the two.

What’s the difference between being a dad and being a father?