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May 28, 2019
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With Pride Month on the horizon, brands are no doubt gearing up to break out the rainbows. One company is already giving us all the feels though: Gillette, which released a new ad about a transgender teen’s first experience shaving.
What did Gillette get right on this one? We love that they chose trans teenager and activist Samson Bonkeabantu Brown instead of a cisgender actor. Samson also informed the concept by including his father who he shared has been one of his greatest supporters throughout his transition. By telling this story, the spot doesn’t feel random or shallow, which can be a common challenge for brands celebrating affinity months.

We appreciate that Gillette is continuing to throw its hat in the ring despite the blowback following January's toxic masculinity ad. “We Believe” featured men calling out other men for harassment and bullying to be better. While it did spark a conversation, it received intense criticism on both sides of the coin, primarily that the ad came across as preachy and inauthentic—although it’s worth noting most of the men who threatened to boycott due to personal offense were not the young consumers motivating Gillette’s willingness to take such a controversial stance. This latest ad shines because it’s all about empathy: Samson’s story is relatable, honest, and powerful. Slow. Clap.

  Dunkin’ Brand doesn’t want to be “woke.”

  Following the beauty vlogger drama, YouTube is making changes to subscriber counts.

  Young people show up. Global school climate strikes continue to grow.

  Female CEOs and Netflix are breaking brand silence on abortion bans.

  The company behind TikTok has a challenger to WeChat.
Today's Quick Hit
 A neighborhood’s heartfelt goodbye to their retiring mailman.
DoSomething Strategic (formerly TMI Strategy) is the data-driven consultancy arm of We help brands and organizations engage young people for positive social change.

Want to learn more about how we help clients activate young people?
Reply to this email to meet Meredith, our Managing Director.
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