A brief description of the assignment

Since the brand launched in 2010, Dove Men+Care has been committed to driving a positive conversation around masculinity, fatherhood, and celebrating how real men care today.

In 2018, the brand sought to not only celebrate dads and the roles they play, but also drive awareness around an important issue many men and their families are facing today. While a majority of men understand and value the importance of taking time off to care for a newborn, a lack of access, workplace pressures, and cultural stigmas still prohibit this from being a reality for many. While 89% of fathers believe it's important that companies provide paid paternity leave benefits, only 15% of U.S. men have access to them, and of those new dads, most don't take their full time off. Further, the U.S. is one of the only industrialized nations in the world without federally mandated paid leave policies for new parents.

Pushing beyond a typical celebratory Father's Day campaign, Dove Men+Care identified a cultural need to connect with modern dads and used the relevancy of this holiday to:

  • Raise increased awareness around the issue of paternity leave and its impact on society
  • Position Dove Men+Care as a leading brand championing paternity leave for men today to drive conversation among influencers, experts and organizations around the issue
  • Support paternity leave for dads everywhere by spotlighting personal stories and experiences of real dads

The Challenge It Presented