Axe is on a mission to get rid of the labels that hold guys back, liberating them to define ‘man’ for themselves – so partnering with them was a natural choice, given our shared ambition to inspire individuals and communities to challenge and overcome limiting stereotypes.

That’s why our partnership is focused on overcoming the limiting ideas around what is means to “Be a Man”, giving men the confidence to strive towards their true self. Working with Axe allows us to reach more people through our films than we otherwise would.

So what are we actually doing?

To foster cultural transformation, The Representation Project is proud to partner with Axe and bring a new message to more than half a million boys and men. Through screenings of The Mask You Live In, pro-social messaging, and the power of the Axe brand, boys and men can redefine what it means to “Be a Man” for themselves, express their true selves, and be liberated from the labels placed upon them. Our mutual goal is to raise awareness of limiting stereotypes of masculinity, create greater tolerance around definitions of masculinity, and engage young men to take action in expressing their individual definitions of what it means to be a man. By tearing down conventional portrayals of man via brand communications and partnership activities, we will start to broaden the definition of masculinity for good.

It’s a new #UNMASKED.


A Jennifer Siebel Newsom documentary, The Mask You Live In explores how the limiting definition of masculinity is harming boys, men, and society at large while urging viewers to take action.

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Promundo is a global leader in promoting gender justice and preventing violence by engaging men and boys in partnership with women and girls. Their programs, campaigns, and advocacy are based in rigorous research, including the International Men and Gender Equality Survey (IMAGES), and are designed to improve the lives of people around the world.



Ditch the Label is one of the UK’s largest, most ambitious and pioneering anti-bullying charities with innovation at their very core. They provide digital support, original research, training, and story-telling programs.