Procter & Gamble’s Gillette brand today breaks a new campaign titled “We Believe” aimed at curbing “toxic masculinity.” Coming 30 years after Gillette introduced its “The Best a Man Can Get” campaign, it encourages men to help stop harassment, bullying, stereotyping, diminishing and objectification.

We Believe defies the convention that ‘boys will be boys,’ which is just an excuse for bad behavior,” P&G Chief Brand Officer said in an email to Beet.TV. “Although many examples exist where men are NOT at their best, we believe in the best in men and that by holding each other accountable, eliminating excuses for bad behavior and being a role model for a new generation we can deliver positive and lasting change.”

In this interview at CES 2019, Pritchard explains P&G’s work with the Association of National Advertisers’ CMO Growth Council in the area of society and sustainability. Among other goals, the company is focusing on racial equality “both in the advertising and content that we create, but also behind the camera so we can really create much greater degree of equality, diversity and inclusion throughout our entire creative supply chain.”

At the 2018 Cannes Lions, racial equality was the subject of an initiative by I.D.E.A. hosted by Spotify and P&G and sponsored by true[X]. This Beet.TV series from the event features a range of industry executives discussing how their companies are promoting racial diversity.

The purpose of We Believe is to inspire men to be part of the solution by moving from “inaction to being a role model for positive action for themselves, their loved ones, their peers, and for the next generation of men.” To support that effort, Gillette has launched, which includes a commitment to donate at least $1 million each year, for the next three years, to organizations with programs that help men of all ages achieve their personal “best,” starting with the Boys & Girls Club of America.

“I’m quite proud of this campaign and of the Gillette team, their partners at Grey, and film director Kim Gehrig (who we discovered through Free The Bid) for redefining what it means to be “The Best a Man Can Get,” Pritchard said in his email.

Pritchard’s desire is that all companies get involved in such movements as the ANA’s #SeeHer and its Alliance for Inclusive and Multicultural Marketing.

“Because if everybody in the industry is involved it will truly change the way all people view the world.”

This video is part of Beet.TV coverage of CES 2019. The series is sponsored by NBCUniversal. For more coverage, please visit this page.