Feminism is for men too!

Check out this article from Dave Hill at Comment is free, “Gender stereotypes hurt men too.”
I think Hill brings up a lot of important points about the ways in which sexism damages men, but I wish he would identify feminism (at least more concretely) as a movement that’s already working to help men as well as women. For example, Hill writes of gender stereotypes affecting men, “Sensible, grown up, non-sectarian feminism recognises all of this and seeks ways for men to combat it.” I’m not sure what “grown up” feminism is, but the feminism I know has always talked about the ways in which the movement can benefit men.
Thoughts?
Pic from longlostcousin.