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Marketing Father's Day

Dove champions paternity leave in #DearFutureDads campaign


By Kyle O'Brien, Creative Works Editor

June 14, 2018 | 4 min read

In time for Father's Day, Dove Men+Care is supporting paternity leave to stress the importance of children having equal time with both parents.


DearFutureDads campaign from Dove Men+Care

The campaign, called #DearFutureDads, champions greater access to paternity leave policies to enable men around the world to be the parents they want to be. The initial movement features a dedicated website and supporting campaign video.

The digital resources hub on the Dove Men+Care website includes information and guidance for men who are considering taking paternity leave. With contributions from Josh Levs and Gary Barker, the site details the benefits of taking leave and how to approach the issue of paternity leave in the workplace.

The supporting video shows a variety of dads from around the globe talking about fatherhood and the importance of being with their children.

Parent company Unilever has created a new standard to give fathers a minimum of three weeks paid leave, which will roll out by the end of 2019. As part of driving a cultural shift, the corporation is actively encouraging employees to take the time that is offered to them. Internal campaigns will highlight the benefits of paternity leave and encourage men to feel comfortable with any choice they make.

Dove also looks to establish a forum for like-minded companies and global and local advisors – to partner and co-create ways to help fathers achieve the changes they seek and support change systems, allowing for greater synergies through collaboration amongst corporations with a similar mindset. As part of this, Dove Men+Care will raise awareness of the issue on the world stage by helping to present the ‘State of the World’s Fathers’ Report at the UN in 2019.

This comes with the findings of the company's Helping Dads Care Report, a global study which found that almost two thirds of fathers reported that they had quit or would consider quitting their job (63%) to be very involved in the early weeks or months of caring for their newly born or adopted child. In addition, 62% would consider taking a lower paid role to be able to spend time with their child in the first few days or months after the birth, however one in five (22%) were afraid of losing their job if they took the full amount of paternity leave offered.

Sharon MacLeod, global vice president of Dove Men+Care, said: “We launched Dove Men+Care in 2010 as a champion of modern masculinity, shattering traditional stereotypes of what it means to be a man and a father. We believe that supporting paternity leave is a natural and necessary step in this journey. It underpins our continued belief that care is the best of a man.

“Brands today have a responsibility to un-stereotype gender roles. Through the power of communications, brands can shift culture and it’s our social duty to support and drive positive change. We hope to find more like-minded collaborators who will join us on our journey to champion paternity leave and continue to challenge the stereotypes that hold men back.”

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