Dove Men+Care has released a new online marketing push ahead of Father's Day which aims to communicate that showing a caring side is a sign of strength and masculinity.
The First Fatherhood Moments’ film, created by Havas Helia, shows the reaction of 13 real life fathers-to-be in the first moment they find out they are going to be a dad.
The film is compilation of personal footage from the lives of couples around the world, each with different stories and backgrounds.
Jennifer Bremner, director of marketing for Dove Men+Care, said the film was sparked by the insight that 88 per cent of men feel that taking care of their family makes them feel strong.
“Our brand has seen this displayed through the personal stories and experiences dads are sharing online," she said. "In celebration of Father’s Day, we collated real moments, from real men, to show the world that a dads’ care begins from the very first instant he finds out he’s going to be a dad,” she said.
Dove is asking consumers to share their #realstrength stories and advice on Twitter, Facebook or Instagram.