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Young guys live in a world filled with labels and limits. In fact, over 70% of them have been told that a real man should behave a certain way. Pressure that ultimately makes bullying, depression and suicide so common among men.
#isitokforguys kicks off the AXE mission to expose the pressure guys feel to ‘be a man’ and empower them to be whoever they damn well want. Together with our partners, we want to fight those limitations and create a society where there is no wrong way to be a man. No labels. No limits on what men can or cannot be.