Through Google data, we found out that guys aged 14-21 were asking for permission to be themselves. There were many queries under the same question: ‘is it ok for guys to be a virgin’, ‘…to drink soy milk’, ’…to not like sports’. We analysed over 251K queries in our key markets and revealed the top search queries in a film shared in our guys' favourite channels (Youtube, Snapchat), inviting everyone to search and see for themselves. When they did, influencers were here to answer with SEO optimised videos. For deeper queries, we pushed our NGO partner websites on Google to provide tangible help.

The campaign was launched in both the UK and US. We opened the conversation with a 60” anthem film on Youtube revealing the most common search queries, leaving them unanswered to highlight the private internal struggles and solitude that can contribute to bullying, violence and even suicide.

The film encouraged guys to search and see for themselves. When they did, they found answers to their various questions from 25 different influencers including Anthony Joshua and Will Poulter, posting from their own social channels. Using SEO we made sure as many guys as possible would be exposed to the campaign. For heavier queries, our NGO partners offered real help. So when guys searched online, they would find that it was OK for them to be themselves.

In two weeks, the campaign had made 1.3 billion media impressions, 8.3M impressions on Youtube preview and 8.15M impressions through retargeting with the bumpers.

Men and women were mobilising themselves, sharing over 154K articles and educating others on the previously taboo topic of toxic masculinity. Still, our main KPI was to engage guys themselves. With 3x increase in search on “is it ok for guys”, 92% positive engagement on influencers videos and +21% engagement on Snapchat we helped them redefine what man can and cannot do.