The inspiration for our solution came from search data analysis.

We analysed data from the one place young men DO seek answers:

Google.

Our data analysis of the questions being Googled by young men showed just how far-reaching their insecurities were.

On the Top 25 list were questions you may expect like Is it ok for guys to experiment with other guys?’

but beyond that, lay questions that most people wouldn’t think even needed to be asked, including:

‘Is it OK for guys to cook?’

and ‘Is it OK for guys to wear pink?’.

It was apparent that Toxic Masculinity was an even more malevolent force than we anticipated.

We answered the most commonly Googles ‘Is it ok for guys...’ questions with 24 specially-made videos, featuring 18 influencers who embodied the breadth of modern British masculinity.

These influencers included popular YouTubers as well as Lynx ambassadors like actor Will Poulter and World Heavyweight Champion Anthony Joshua.

The campaign was distributed through paid online video formats.

And by answering 24 of the most-asked ‘Is it ok for guys…’ questions in the UK, we guaranteed high organic search rankings.

‘Is it ok for guys…’ campaign was seen by 84% of 18-34-year-old men in the UK.

Increasing Lynx’s search volume by 300%.

And Ad recall by 21.4%.

And hundreds of thousands of men realised that the answer to their ‘Is it ok for guys…’ questions was

Yes, it IS OK.