The recent Gillette ad caused a massive response for a 1:47 minute film.

Is it the close shave we had to have, or one that’s just too close for comfort?

The ad actively highlights the importance of rejecting toxic behaviour, showing men intervening when others are harassed or bullied, and helping to protect children from the same behaviour. Promoting civility, care and protection can’t be bad. Can it?

In my article for Procurious I explore the issues of backlash and backfiring to shed the light on why some people’s responses have been so vehemently negative and how you can keep focused on positive change.

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