A new Gillette razor commercial encourages men to be role models for the next generation by “saying the right thing” and “acting the right way” when they see inappropriate behaviors such as sexual harassment, objectification and bullying.

The commercial has sparked a backlash. Some people feel Gillette is attacking ALL of the qualities and attributes characteristic of men. The message is one of self-improvement and heightened social consciousness – striving to be your personal best – yet, some feel it’s simply a feminist message in response to the #MeToo movement to end sexual harassment and assault. And some feel it’s wrong to depict such a complex issue in less than two minutes.

Gillette got a few things right, however.

It takes great strength of character to speak out against negative behaviors you do not want associated with your own gender. It takes a strong and confident person to be an active bystander who interrupts inappropriate behavior and/or comments when they happen. The Gillette commercial advances the idea that this protective role exemplifies bravery and masculinity, not the reverse.

The commercial acknowledges that not all behaviors are positive or helpful to other people, especially behaviors that promote sexism and gender stereotypes which are damaging to women, as well as men and boys. Gillette is selling razors to both men and women, the issues they address are extremely relevant and timely, so why not talk about them? Part of the reason sexual assault and related social problems exist is the silence that surrounds them, the lack of speaking out and the lack of calling out others exhibiting disrespectful and harmful behaviors.

Gillette’s commercial also shows some of the many positives of masculinity are the power, platform and influence men have to positively impact other men and boys; to intervene, model and promote respectful behaviors and to even change the arc of a young person’s life. The very act of guiding a new generation of men to act with respect, compassion and kindness is masculinity in action.

Finally, the commercial has created conversations at work, home, school and online about manhood and how we can all be better versions of ourselves. When we use our strength, influence and courage to end behaviors that are harmful to others, it’s all good.

Here’s a good discussion on issues related to the Gillette commercial that aired on CBS, featuring Ted Bunch, co-founder of A CALL TO MEN.