NEW YORK, NY - AUGUST 23: (L-R) John Legend and Hunter Klugkist speak onstage at the announcement of the AXE Senior Orientation program on August 23, 2017 in New York City. (Photo by Dia Dipasupil/Getty Images for Axe) *** Local Caption *** John Legend;Hunter Klugkist
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”.
Through a custom curriculum and series of performances, senior students in high school will be encouraged to foster an environment of inclusive masculinity in their schools. There’s no question that younger students look to seniors for influence and emulation of style. It was a keen observation by co-creators masculinity expert, poet and author Carlos Andrés Gómez, and award-winning musician and activist, John Legend, who might have sorted the one detail that has caused other, similar efforts to falter: targeting the wrong people. The program will rally seniors to take a mentorship role with underclassmen that shows them there’s no one way to “be a man.”
We joined a young transgender student, a 15-year old freshman and John Legend at a school gym in New York City for an announcement event that was modeled on a classroom setting. Gomez lead a discussion with the students and Legend to get a sense of what it’s like to be in high school today. For both, social media has been totally influential in their high school experiences. For the 15-year old, it’s been stressful- he went so far as to delete his social media accounts due to harassment. The transgender student has found comfort in social media, feeling most comfortable sharing quotes and connecting with people like him.
Both Legend and Gomez will mentor students to perform at Senior Orientation to express their own unique voices to their school. “Finding the courage to express your truest self is a crucial part of growing up and being the best person you can be. I’m proud to continue working with AXE to help young guys find their magic,” said Legend.
Senior Orientation will take place this year at Centennial High School in Columbus, Ohio, not far from where Legend grew up. Explore the Find Your Magic campaign online here.