Lynx Urges Guys to Ditch Labels After Finding 57% of UK Men Bullied for Looks

The new campaign created by 72andSunny Amsterdam for LYNX, 'Ditch Labels, Ditch Bullying', stars influencers such as TV personality Ollie Locke, Not3s and rapper Michael Dapaah – all of whom have found themselves the target of harmful labels.

As part of the campaign, LYNX has launched a limited-edition Unlabelled kit, where the brand has removed its own label to promote the Ditch The Label charity and message.

Recent research from LYNX's partners, Ditch the Label and Promundo, discovered that harmful masculine labels have a direct connection with bullying and a negative impact on how young people express themselves. In the UK, nearly a quarter (22%) of young adults have been the subject of bullying, with over half (57%) believing they were bullied due to their appearance and 40%, due to their interests or hobbies*. In the US, 50% of guys often think about changing their appearance to avoid bullying, 1 in 3 guys admit to bullying their peers, and 3 in 4 have been the victims of those bullies themselves.

The Ditch Labels, Ditch Bullying campaign challenges guys to ditch the words they’ve personally been labelled with. In three 30’ films, we see Locke, Not3s and Michael Dapaah (Big Shaq) destroy the words that represent the labels they’ve been given and that have held them back: overrated (Not3s), fag (Locker), trash (Michael Dapaah). Each of these influencers talk about how these words have impacted them and chose powerful ways of disposing of these labels, instilling a powerful message and encouraging them to not let words defined them.

The campaign launches today on social media and includes three 30-second films and 10-second cutdowns.