Kampani yokonza zovala za amuna ya AXE posachedwapa yachita kafukufuku wofufuza za kugonana ndi zizolowezi za chibwenzi cha anyamata a Gen Z ku US ndi UK ndipo zotsatira zake zapangitsa kuti pakhale mgwirizano wabwino komanso wodzidalira ndi mndandanda wotchuka wa Netflix wotchedwa " Sex Education ."
Kafukufukuyu — wotchedwa The AXE Confidence Crisis — adavumbulutsa kuti mbadwo wobadwa mu 1995 mpaka 2012 (perekani kapena tengani), wakhala ndi vuto lalikulu la kusowa chidwi pankhani yogonana ndi maubwenzi. Ndipotu, adavumbulutsa kuti 47 peresenti ya anyamata achinyamata ku US ndi 49 peresenti ku UK akhala akuopa kupempha munthu wina kuti apite naye ku chibwenzi chifukwa analibe chidaliro chokwanira chowombera mfuti yawo. Anyamata ambiri a m'badwo wa Z amakhulupiriranso kuti sakuchita zogonana kwambiri monga mibadwo yakale (zomwe sizingatheke, ngati mutafunsa zaka za m'ma 1900 ).
Ponseponse, kafukufukuyu adawona kuti anyamata amadzimva kuti alibe mwayi wopeza mayankho okhudzana ndi chibwenzi, chikondi komanso kugonana. Zikukhalira kuti kukulira m'dziko lokhala ndi maloboti oyendetsedwa ndi Google mosavuta sikungakuthandizeni kuti muyankhe mafunso anu onse okhudza kutengeka ndi kulumikizana kwaumunthu. Sindinganene kuti tili odabwitsidwa kumeneko.
Kafukufuku wa AXE adawonetsanso kuti 42% ya anyamata aku US ndi 44% ya anyamata aku UK azaka 14-24 adati ali omasuka kuyankhula ndi omwe amakonda anzawo pazankhani m'malo mongoyang'anizana pamasom'pamaso. Zachidziwikire, zitha kumveka zosavuta kulowa mu ma DM a munthu wina, koma pafupifupi theka la omwe adayankha pamapeto pake adavomereza kuti intaneti imakakamiza kwambiri "kuchita" pankhani yokhudza kugonana ndi chibwenzi. Pa malo ochezera a pa Intaneti, mutha kupanga mtundu wanu womwe ndi wabwino komanso wowoneka wopanda cholakwika, koma m'kupita kwanthawi, zitha kukhala zovuta kuchita zomwezo m'moyo weniweni.
Ponena za "kuchita" pa intaneti, 1 mwa anyamata atatu omwe adafunsidwa adati amatembenukira ku zolaula kuti apeze upangiri pa kugonana. Awa akhoza kukhala malo owopsa kusaka mayankho okhudzana ndi zogonana zenizeni, ndipo zimatha kusungitsa chidaliro chakuthupi ndi chamalingaliro mchipinda chogona.
"Achinyamata ayenera kumvetsetsa kuti zolaula zomwe amawona pa intaneti, komanso matupi omwe ali pa TV, sizowona," atero Dr. Jessie Cheung, dermatologist komanso katswiri wokhudzana ndi kugonana. “Simuli nokha - aliyense amadwala matenda ogonana. Mungafunike kuleka zolaula kuti muoneke, koma mukamayeseza, mudzayamba kudzidalira. ”
Cheung amachenjezanso kuti kuwonetsa zolaula mopitirira muyeso kumatha kukhumudwitsa ubongo wokhudzana ndi kugonana, zomwe zitha kubweretsa kukanika kwa erectile kapena "anorexia yakugonana" - kupewa zochitika zogonana za IRL kuti zimasulidwe kudzera pa zolaula m'malo mwake.
"Zochitika zenizeni zogonana mwina sizingakhale 'zabwino,' koma ndizotheka komanso zotheka, ndipo [mukuyenera] kutenga nawo mbali," akulimbikitsa. "Ikani mafoni, pezekani ndikusangalala ndi zochitika zenizeni!"
Zonsezi zomwe zingayambitse mavuto poyang'ana mayankho m'malo olakwika ndi chifukwa chenicheni chomwe AX adalumikizirana ndi "Maphunziro a Zogonana" kuti apange Upangiri Wotsogola Wamakono. Polimbikitsidwa ndi buku lopeka la "Kubweretsa Amuna," cholinga chamabuku amakono ndikupereka zokambirana momasuka, zowona mtima komanso zoseketsa pamitu yankhanza yokhudza kugonana ndi maubale, ndikupereka chidziwitso chodalirika pa mbadwo wachicheperewu akamabwera a zaka zakubadwa masiku ano.
M'malo molembedwa ndi Jean Millburn, mayi wothandiza anthu ogonana yemwe adaseweredwa ndi Gillian Anderson pa "Sex Education," buku latsopanoli lidzadzaza ndi nkhani zenizeni kuchokera kwa anyamata enieni. Mutha kuwona Mutu 1 wa Ultimate Modern Dating Guide mu nkhani ya AXE ya Instagram kuti muwone mphindi zochititsa manyazi kwambiri za chibwenzi, komanso upangiri wotsatira womwe Otis Millburn wa Sex Ed (woseweredwa ndi Asa Butterfield) amapereka poyesa "kusokoneza kwambiri."
Buku la AX x “Sex Education” lidzakhala likupezeka pa Instagram , YouTube , Snapchat ndi AXE.com kokha ndipo mitu yatsopano idzatulutsidwa chaka chonse.