The new grassroots approach “Senior Orientation” will land in Columbus, Ohio to show students how to approach masculinity today.
Back to school season is, well, back. Millions of kids are getting back on the grind, whether that’s elementary, high school, or college. There’s nothing more important to most kids than being well-received. That is, seen as “cool” or at least, “normal”. But AXE is working with real kids (and some adults) to redefine what it means to be “cool” and “normal”. The new campaign is more than just some advertisements. AXE tapped Promundo to conduct a major survey to gauge where guys are in terms of how they’re feeling to help inform the campaign, “Senior Orientation”, part of the successful Find Your Magic effort.
The issue for boys revolves around conforming. The research revealed that the pressure to conform can change kids for the worst. In fact, of the young guys who find themselves facing this inner turmoil, 81% turn to bullying, 71% to sexual harassment and 51% experience depression*. These statistics aren’t complicated. AXE is in a prime position to address the problems. The brand has essentially built itself into the mind of a generation- first as a way to connect with other guys, but now, it’s about individuality. Tapping into that energy couldn’t come at a better time for AXE, as the world is starting to shift away from long-held traditions. “Senior Orientation” serves as an opportunity for AXE to reach students in a new way- to step away from the conflict and make “being yourself” the new “normal”.
