Shaving subscription startup Harry’s is launching a new campaign that aims to tackle the harmful stereotypes around what it means to be a man.

The three-minute short film depicts an alien asking a young boy to show him how to be a man. The boy explains that: “men walk with confidence”, “a real man wants to be taken seriously” and “a man has to be strong and shouldn’t be afraid anything.” It transpires the boy’s father has died and as he hands his mother flowers he admits: “The truth is there is no one way to be a man.”

Matt Hiscock, UK general manager, tells Marketing Week: “We think it’s important to engage customers in conversation about what it means to be a man today. Suicide is the single biggest killer of men aged under 45 in the UK and we want to encourage guys to talk more.

“We really wanted to promote this progressive masculinity.”

The campaign follows research by the brand with focus groups and draws on a survey of 2,000 men, who answered questions on what it means to be a modern man. The results were presented in parliament in November 2017 and found men were embracing “new,…