New Curriculum for Middle School Students - AXE Generation Unlabeled is Here!

We are thrilled to announce that Generation Unlabeled is here! Generation Unlabeled is a new curriculum comprised of five, no cost, interactive lessons that cover a range of topics – from toxic masculinity and gender stereotypes to inclusivity. The program asks middle school students to analyze today’s society and culture, themselves, and conclude with a call to action, like revising a school policy to be more inclusive.

We developed the curriculum with support from a group of national experts and we piloted the curriculum with over 800 middle school students across the country!

Generation Unlabeled is a collaboration between Cairn Guidance and AXE, with generous funding provided by AXE.

Each lesson is intended to be implemented in about 55 minutes and contains:

  • Educator’s Guide

  • Presentation

  • Activities and Handouts

Some of the Objectives of the five lessons are to:

  • Introduce students to terms and definitions related to gender, and identify ways in which gender expectations may be harmful.

  • Examine how internal and external influences contribute to gender expectations.

  • Explore the personal impact gender expectations have on students and their peers.

  • Examine how fears related to differences and/or gender expectations may impede communication and relationships.

  • Promote the importance of building relationships based on respect for others despite differences including gender.

Want to know more about Generation Unlabeled and download it at no cost? Check it out here!

Want to share this resource? Use hashtag #generationunlabeled on social media. Don’t forget to include @cairnguidance and @axe so we can share and re-tweet your posts!

Announcing A New Partnership with AXE!

 AXE wants young men to grow up confident in their own brand of masculinity.

Cairn Guidance is pleased to announce a new partnership with AXE to address gender stereotypes, bias and harassment by offering a no-cost program, Generation Unlabeled, for the school setting. Our partnership and new curriculum was publicly announced at SHAPE America in Tampa last month with a sponsorship of the General Session, a performance by Carlos Andrés Gómez and a vendor booth in the exhibit hall.

 You probably think of AXE as the body spray that your students layer on in the hallways, but they’re much more than that! As the go-to grooming brand for middle and high schoolers who are learning to style for themselves, AXE offers a wide range of grooming items including deodorant, body wash, and hair products designed to help guys look and feel their best.

However, they recognize that some of the ads they created in the early 2000’s negatively reinforced stereotypes that would not be acceptable by today’s standards. In 2015, AXE went back to better understand the effects of negative stereotypes on their core young male audience. Partnering with Promundo, a global research leader, they conducted a study and found that 72% of young guys reported being put in the “Man Box,” a set of beliefs about masculinity that place pressure on men to act a certain way. Along with other findings, this statistic helped AXE reinforce their core mission to inform young men that there’s no one way to be a man.

Carlos Andrés Gómez introducing the partnership at the SHAPE Tampa General session.

Carlos Andrés Gómez introducing the partnership at the SHAPE Tampa General session.

Armed with research, they re-worked their marketing campaigns to champion a portrayal of guys that don’t fit traditional standards of masculinity (see “Is It Ok For Guys…” on YouTube). From there, AXE brought this message into high schools through their Senior Orientation program, an in-school workshop that encourages students to shape their school culture through self-expression and inclusivity with the help of marquee talent partners like John Legend and Super Duper KYLE. Now in 2019, they’re taking their mission a step further...   

Building on the success of its Senior Orientation programs, AXE now wants to reach students at an earlier age before they’re exposed to the social pressures of high school with the creation of this specialized curriculum that will be implemented in middle school health classes across the nation. Generation Unlabeled’s four interactive lesson plans cover a range of topics – from toxic masculinity and gender stereotypes to harassment – asking students to analyze today’s society and culture, themselves, and conclude with a call to action, like creating a new school policy. By directly educating teens and empowering young men to define what masculinity means for themselves, our goal is to foster the first generation of students to grow up in a society without toxic masculinity.

Our team represented by Edelman, Cairn Guidance and Carlos Andrés Gómez

Our team represented by Edelman, Cairn Guidance and Carlos Andrés Gómez

As an educator, you have the opportunity to create environments where students thrive so they can win at education. Part of your role supporting young people in schools is about creating healthy and safe classrooms and teaching students using relevant and current health education curricula.
Items given away at the AXE booth at SHAPE America.

Items given away at the AXE booth at SHAPE America.

These no-cost lessons will be available this summer, so please keep in touch. We will be offering incentives to those that implement the lessons in the classroom, as well as looking for pilot teachers to provide on-going feedback and student work samples to ensure this program is creating the outcomes we hope to achieve!

If you have any comments or questions, please feel free to contact us at info@cairnguidance.com