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AXE® Teams Up with Rapper & Actor KYLE for Year Two of Senior Orientation Workshops

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AXE® Teams Up with Rapper & Actor KYLE for Year Two of Senior Orientation Workshops

Workshops to address toxic masculinity in high schools during National Bullying Prevention Month

PR Newswire

ENGLEWOOD CLIFFS, N.J., Aug. 23, 2018 /PRNewswire/ -- During National Bullying Prevention Month in October, AXE will address outdated male stereotypes and harmful labels with its high school Senior Orientation workshops. After a pilot program last year at Centennial High School in Columbus, Ohio, 81 percent of the student body said their view of masculinity evolved for the better. Co-created by rapper and actor KYLE and masculinity expert and poet Carlos Andrés Gómez, this year's curriculum will challenge students to replace toxic behaviors like bullying and "locker-room talk" with positivity and inclusiveness.

The high school years should be a time when young people feel empowered to explore and express who they are and who they're becoming. Yet – whether it's in the halls, on the field, in the lab, or at a party – young guys too often feel pressure to live up to certain toxic notions of masculinity that lead to unnecessarily aggressive behavior. In fact, 1 in 3 guys admit to bullying their peers, with 3 in 4 being the victims of those bullies themselves.*

This October, Senior Orientation will head to two high schools, both of which will be announced at a later date.

"Being involved in a program like this is especially important to me because of my own personal experiences growing up. I didn't feel like I always fit in because I opted for the drama club instead of the football team. Because of this, I was perceived as being more sensitive by other kids my age. Now, these are the things that have made me the person and performer that I am today," said KYLE. "I wish I had resources like this program when I was younger to tell me that it's okay to be myself."

This year's program will kick off with a return visit to Centennial on Aug. 23 where student and participant in the inaugural Senior Orientation, Aria Brent, shared, "Senior Orientation inspired my school. Everyone could feel its effect in the hallways, even just in the way people talked to one another. AXE is bringing an important message to young guys and girls. I'm grateful to have had a voice in it last year and continue spreading its message of positivity and inclusiveness in my community."

Senior Orientation is part of the AXE Find Your Magic Initiative which aims to break the cycle of toxic masculinity by providing guys with resources to live more freely. The brand and its partners, Promundo and Ditch the Label, work together to dive into the causes and effects of the issue, drive wider awareness among both men and women, and help provide young guys with tools to be their most authentic selves.

  • Gender-equality non-profit research organization, Promundo, commissioned a new study, "The Bullying Crisis," which exposes the limiting effects bullying, and particularly cyberbullying as a direct result of the current societal expectations associated with masculinity.
  • AXE launched #AXEpressYourself, a social initiative in partnership with anti-bullying non-profit organization, Ditch the Label, which challenged guys to experiment with new hairstyles for a good cause while inspiring them to find their magic by embracing and confidently expressing what makes them unique. For every new style shared and tagged with #AXEpressYourself from March through July 2018, AXE donated $1 to Ditch the Label.

AXE is dedicated to helping you #FindYourMagic. To get involved in the Find Your Magic Initiative and #SeniorOrientation conversation, follow @AXE on Instagram, Twitter and Facebook. If you or someone you know is impacted by bullying, Ditch the Label has trained mentors ready to answer your questions and offer confidential support at https://us.ditchthelabel.org/get-help/.

*Source "The Bullying Crisis," a research study by Promundo for AXE/Unilever, of over 1,000 men age 18-24 in the U.S. Released in May 2018.

PRESS CONTACT
Adam Bricault
Adam.Bricault@edelman.com
212-819-4801

About AXE®
AXE, the No. 1 men's fragrance brand in the world*, champions individuality and self-expression by encouraging guys to embrace their personal style. With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, AXE gives guys the tools to express what makes them unique, authentic and ultimately attractive to the world around them. Visit AXE at AXE.com and follow us on InstagramTwitter, and Facebook to get access to exclusive content, special promotions, and more.

*Source Euromonitor International Limited; Beauty and Personal Care 2017 edition; as per Men's Deodorants & Men's Fragrances retail value sales combined; UBN; 2016 data; Lynx includes all AXE/Lynx/Ego sales

About Unilever United States, Inc.
Unilever is one of the world's leading suppliers of Beauty & Personal Care, Home Care, and Foods & Refreshment products with sales in over 190 countries and reaching 2.5 billion consumers a day. In the United States, the portfolio includes brand icons such as Axe, Ben & Jerry's, Breyers, Caress, Country Crock, Degree, Dollar Shave Club, Dove, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Love Beauty and Planet, Magnum, Nexxus, Noxzema, Pond's, Popsicle, Promise, Pure Leaf, Q-tips, Schmidt's Naturals, Seventh Generation, Simple, Sir Kensington's, St. Ives, Suave, Sundial Brands, Talenti Gelato & Sorbetto, TAZO, TIGI, TONI&GUY, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Unilever employs approximately 8,000 people in the United States – generating more than $9 billion in sales in 2017.

Unilever's Sustainable Living Plan underpins the company's strategy and commits to:

  • Helping more than a billion people take action to improve their health and well-being by 2020.
  • Halving the environmental impact of our products by 2030.
  • Enhancing the livelihoods of millions of people by 2020.

The USLP creates value by driving growth and trust, eliminating costs and reducing risks. Globally, the company's sustainable living brands are growing 50% faster than the rest of the business and delivered more than 60% of the company's growth in 2016.

For more information on Unilever U.S., its brands visit and the USLP visit: www.unileverusa.com

About Promundo
Founded in Rio de Janeiro, Brazil in 1997, Promundo works to create a world free from violence by engaging men and boys in partnership with women and girls. Promundo's offices in the United States, Brazil, and Portugal, and its affiliate in Democratic Republic of the Congo, collaborate to achieve this mission by conducting applied research that builds the knowledge base on masculinities and gender; developing, evaluating, and scaling-up gender transformative interventions and programs; and carrying out national and international advocacy to achieve social justice.

About Ditch the Label
Ditch the Label is an international anti-bullying charity. 

Each month, the charity support thousands of young people through the Ditch the Label online community on their website. They also work with social networks and online games to help those who are being bullied and those bullying others. Experts on bullying within the digital space, Ditch the Label were one of the first anti-bullying charities in the UK to research and understand cyberbullying. They work closely with schools and colleges, producing some of the largest research papers on the topic of bullying and associated behaviours in the world.

Ditch the Label founder and CEO Liam Hackett sits on the government's Growing Up Digital taskforce and has represented the anti-bullying sector in The White House, the UN and across other international Governments.

The charity takes an innovative approach to research and interventions, focussing attention on prevention of bullying in addition to offering support to those who have been bullied.

Ditch the Label helps thousands of young people each month. They also work and provide service across the US and Mexico.  Ditch the Label has recently launched a new digital support platform that provides instant advice and help for young people who are experiencing bullying or associated problems relating to a wide range of issues including mental health, body image, sexuality and hate crimes.

Young people, parents or guardians impacted by bullying can get support directly from Ditch the Label at www.DitchTheLabel.org

About KYLE
KYLE has fast become one of contemporary hip-hop's most exciting and diverse new superstars. The Ventura, CA native – who has collaborated with the likes of Chance the Rapper, G-Eazy, Logic, Kehlani, Charlie Puth, Ty Dolla $ign, Miguel, and more – was named to the 2017 XXL Freshman Class (alongside A Boogie Wit Da Hoodie, PnB Rock, XXXTentacion and Playboy Carti, among others), while also being featured in a wide array of publications spanning Rolling Stone, Entertainment Weekly, Billboard, Los Angeles Times, GQ, PAPER, NYLON, and The FADER. In November 2017, KYLE teamed up with UGG to become the ambassador for the brand's Fall/Winter 2017 partnership with FootAction, as well as the serving as the face of ESPN's College Basketball campaign. In May, KYLE celebrated his 25th birthday with the release of his debut album LIGHT OF MINE, which featured appearances by Kehlani, Alessia Cara, 2 Chainz and more.

Along with its popular success, LIGHT OF MINE has received wide-ranging critical praise, with Pitchfork hailing it as "an exceedingly joyous and self-aware slice of pop rap," adding, "(KYLE) is the sun and breeze peeking through the darkened haze of drug-addicted SoundCloud raps and hood politicians burdened by an eternal cynicism—entertainment that is free of collateral damage. KYLE is peddling joy because he knows the world needs it —because he, himself, needs it." NME declared LIGHT OF MINE to be "a courageous effort doubling as a self-help soundtrack to anyone struggling with life's endeavors…judging by the strength of LIGHT OF MINE alone, though, 2018 could be his for the taking."

Known for his energetic live shows, KYLE has made number of national television appearances in recent months, including performances on the 2017 MTV Video Music Awards, ABC's Jimmy Kimmel LIVE!, and the 2017 Teen Choice Awards. KYLE took Coachella by storm earlier this year, lighting up the main stage along with surprise guest Chance The Rapper for an electrifying performances of their smash 2015 collaboration, "Wanna Be Cool."

For more information on KYLE, please visit www.superduperkyle.com.

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