As part of the campaign, 'Ditch Labels, Ditch Bullying' launched to commemorate Anti-Bullying week in the UK, Lynx has collaborated with charity 'Ditch the Label' and has removed its own label to condemn bullying.
Lynx will further unveil an online activation in the form of a YouTube episode featuring YouTube publisher Kyra TV, who shot its ‘Unlabelled’ episode with the boys at PAQ. The episode also includes a guest appearance from England player, Dele Alli.
Recent research by Ditch the Label and Promundo highlights that in the UK, 22% of young adults have been the subject of bullying, with over 57% believing they were bullied due to their appearance and 40%, due to their interests or hobbies.
Meanwhile, in the US, 50% of guys often think about changing their appearance to avoid bullying, One in three guys admit to bullying their peers, and three in four have been the victims of those bullies themselves.
Lynx's global vice president, Rik Strubel, said: “We are incredibly proud to take a stand on the issues that matter to our guys, and bullying is one of the most important. Through this campaign, we are spotlighting the impact that harmful masculine labels can have on guys and wider society and helping them overcome these for good.”