A guest blog for #YesAllMen from Angus Malcolm
Yes , All Men ! Do you remember th at controversial Gillette commercial “We Believe: The Best Men Can Be” from early 2019 ? Like everything else pre-Covid, it seems like a lifetime ago, so here’s a quick recap . Over the course of two minutes, the ad invites men to own their responsibility and take a lead in ending homophobia, misogyny and , most relevantly for our campaign, the objectification and physical abuse of women . I ts message bears many similarities to the one that #yesallmen is seeking to share now . Within 48 hours of launching , the commercial had over two million views on YouTube and 23k likes. I was one of those likes – and I didn’t just like it, I loved it ! I saw the possibility that #MeToo might have started a new , unstoppable momentum in the struggle against hegemonic masculinity . The production team made effective use of news clippings , found footage and scripted perform