A Sydney fire station has apologised after posting a controversial noticeboard message in response to Gillette's recent headline-making advertisement.

The Newtown Fire Station - known for its witty signs - put up a sign saying: “House fires are toxic, our masculinity isn’t” and posted a photo on Facebook.

But in a later Facebook post apologising for the sign, Newtown Fire Station said: “Masculinity comes in different forms. Different for everyone. We are constantly redefining what it means to be a man. We strive to be proud men.

“To achieve this, we try and spread the message about helping others. This may be achieved in many ways. Being inclusive, standing up for minorities or those less fortunate, we stand against bullying and unfair labels.

“The sign was for those concerned there is way too much toxic out there. To show there are groups that fight it … Every man needs to be in touch with their feminine side, every woman needs to be in touch with their masculine side.”

A NSW Fire and Rescue Spokesman said the message was “not considered appropriate” for a public noticeboard.

“The FRNSW Community Boards posted by our firefighters outside local fire stations are generally for Community Messages and Engagement, but not to push personal opinion or social or political agendas,” they told The Daily Telegraph.

“The reasons behind the message you alerted us to at the Newtown Fire Station had good intent, but on its own, on a public noticeboard, is not considered appropriate.”

It came after shaving supply giant Gillette sparked controversy with an ad challenging men to “shave their toxic masculinity”.



“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe pic.twitter.com/hhBL1XjFVo — Gillette (@Gillette) January 14, 2019

The ad, created by the brand’s ad agency Grey and called “We Believe”, responds to the #MeToo movement and urges men to hold themselves to a higher standard.

The video, which runs for just under two minutes, features a flurry of news clips about the women’s rights movement and bullying.

The commercial depicts various scenes of men bullying and catcalling women, and fights breaking out between boys.

“Is this the best a man can get, is it?” the ad’s narrator asks — a play on the shaving company’s famous tagline, “the best a man can get”.

The video then shows men berating their friends for harassing women, a father breaking up the fight, and a mother cradling a boy who is being bullied through text messages.

The narrator says men can no longer “hide” from issues like bullying and sexual harassment.

“We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.”

“It’s time we acknowledge that brands, like ours, play a role in influencing culture,” Gillette said in a statement.

“And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man.

“From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.

“As part of The Best Men Can Be campaign, Gillette is committing to donate $1 million per year for the next three years to non-profit organisations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal ‘best’ and become role models for the next generation.”