Almost two thirds of South African boys grow up without a father – or any other male figure – at home. Women step up to fulfil those roles. To connect meaningfully with South Africans, Gillette celebrated the impact women have in grooming the next generation of men in both literal and figurative senses. It created an emotive film on the subject, that was launched on National Women’s Day and supported by influencers, which attracted 500,000 views in three weeks and 27m impressions, grew visits and users for Gillette’s website, and won praise from the country’s President.