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It’s time to acknowledge the ways dads care

Dove Men + Care “Calls for Dad” campaign reveals caring moments of fatherhood that often go unrecognized

The way dads see their role as fathers is dramatically different from how these roles are portrayed. Three quarters of dads say they are responsible for their child’s emotional well-being, while only 20% of dads see this role reflected in media1. 

As a brand committed to portraying how real men care, Dove Men+Care is releasing a new, touching short film that spotlights the expanding and often unrecognized ways dads care for their children. Entitled “Calls For Dad,” the film features real moments that children of all ages share with their fathers, most of which are regrettably absent from media depictions of dads today.

“Dove Men+Care has a history of celebrating real men and we know nothing is more important to men today than caring for their children” said Rob Candelino, Vice President of Marketing, Unilever Skincare. “’Calls For Dad’” is a film we made to showcase just a few of these caring moments that, unfortunately, are absent from how dads are typically depicted today in media and advertising.”

Championing the way real dads care

When asked to select what attributes best describe dads in the media, dads were most likely to choose disconnected, bumbling and incompetent2 —which is not reflective of how fathers view themselves. Intended to overturn antiquated representations of dads and encourage recognition of them as caregivers, “Calls for Dad” documents 27 genuine fatherhood moments, from potty training and hair brushing, to nighttime soothing and broken heart mending. The film can be viewed at YouTube.com/DoveMenCareUS.

A #RealDadMoments digital celebration

Dads today are caring for their children’s emotional well-being (74%)3 and taking responsibility for their daily needs (51%)4. Yet despite these facts, the media does not portray that nurturing side of fatherhood. Dove Men+Care is asking dads and their families to submit #RealDadMoments @DoveMenCare on Facebook, Twitter and Instagram, which will be heralded on www.Dovemencare.com to celebrate moments of dads’ care.

About Dove Men+Care US

Dove Men+Care is the first range of products from Dove® developed specially for men. Manufactured by Unilever, it is the #1 recommended body wash by dermatologists. Launched in 2010, the Dove Men+Care portfolio includes bars, body washes, face care, anti-perspirant/deodorants, and hair care. Dove® Men+Care is available nationwide in food, drug, and mass outlet stores.

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1Source: DoveMen+Care Dad Portrayal Research Study, 2014

2Source: DoveMen+Care Dad Portrayal Research Study, 2014

3Source: DoveMen+Care Dad Portrayal Research Study, 2014

4Source: DoveMen+Care Dad Portrayal Research Study, 2014

Emma Frane/Edelman

(212) 277-3752

emma.frane@edelman.com

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