Brief
Dove Men Care is an active promoter of family leaves policies, and it is focusing on redefining the meaning of masculinity: care, for yourself and others, is a strength. The ask was to develop a campaign that promotes a pledge of paternity leave among dads, moms, and employers.
CLIENT Dove Men Care
FIELD Strategy, Art Direction
YEAR 2018
Strategy
HUMAN TRUTH
PATERNITY LEAVE
Skin to skin interaction is just as beneficial for new dads as for the new moms. It is widely considered the starting point of the bonding between a parent and their baby. Besides, it is often the first picture taken of a newly become dad.
While there are national laws regarding maternity leave almost everywhere, paternity leave is still stigmatized, because of the strict gender roles expectations, who see fathers useless as well as clueless in the first months of their child's life.
INSIGHT
The more man talk and hear about paternity leave,
the more likely they are to ask for it.
Idea
EXECUTION
A dad that demands to take his right to be present
in his newborn early stage, is a Dad who cares.
Caring for your new born child from the very first months makes a man a better father, a more equal partner,
and the most loyal employee.
On Father's Day, we want to spark a conversation online to ask families to share their successful stories of paternity leave from multiple perspectives, by sharing their own skin-to-skin photos. The best stories, will then be printed and developed into OOH.
INSTAGRAM STORY FILTER
INSTAGRAM POST
#DADSWHOCARE FEED
I will forever cherish these weeks at home watching my husband bonding with Damian.
WIFE's QUOTE
Taking care of her makes me feel like the strongest man in the World.
NEW DAD's QUOTE
This bonding moment with my daughter is the most important thing in my life at this time.
NEW DAD's QUOTE
I will be forever grateful to my company for letting me spend this crucial time with my boys.
NEW DAD's QUOTE (about his company's family leave)
