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CULTURE
MARCH 2024
Movember 2023
By Eleni Stamoulakatou
I found L’Oréal Paris' campaign deeply inspiring and feel compelled to share it with my network. It subtly and accurately highlights the root and role of patriarchy and the 'rule of the father' which we, women, alongside men, have also contributed to 'incubate' yet rebel against when it's 'hatched'. ''Don’t cry little boy …boys don’t cry'', a mother once said; oh wait, plenty of ...parents once said and continue to say to this day.
Boys don’t cry, boys turn macho, boys become symbols of authority and sovereignty, and when boys are done being given a masterclass on how to be impenetrable, dominating and rule anything that can be ruled, they are held accountable for being the worst oppressors that the world has even seen.
All this, because they were taught how to be 'well-behaved' and learned their lesson well. And when boys are born a little more sensitive than what the 'average' boy is expected to be (btw, the average boy is as real as the average person and if you want to keep using words like 'individuality' or 'diversity' then you may want to consider a different punchline because there might be some conflict there) or finally break down because they fail to continue carrying the weight of what is a facade and a 'planted axiom', they are made to feel all the guilt in the world for failing to be the ‘boys’ that they're supposed to be; condemned by society for being sensitive or weak; the same society that conditions them to be the opposite of that.
Brilliant campaign, impactful message, a great start toward the direction of eliminating some deeply rooted stereotypes; one of which is around manhood and societal standards that pertain to it. Equality should not apply to rights only but feelings and behaviors too.
Teach boys that it is ok to cry and be vulnerable even if this ends up shortening the list of those to be blamed for all evil on earth; and even if none of this makes sense and want to continue using a stereotype as your primary and best argument on how male nature equals all things unfazed and unyielding, try not to forget that Eve was a…girl.