ENGLEWOOD CLIFFS, NJ, (June 14, 2016) - Superhero movies tend to portray an unrealistic notion of masculinity and strength, but Dove Men+Care recognizes that men today believe real strength comes from their care.
Seven out of 10 men believe a real hero embodies qualities such as putting others’ needs before one’s own1, and Dove Men+Care is highlighting how heroic actions today have expanded and evolved to include care. Featuring footage from real dads’ lives, the new Dove Men+Care “My Dad, My Hero” film champions a wider definition of heroes by showing how dads’ extraordinary care elevates them to hero status in the eyes of their children.
In celebration of Father’s Day, “My Dad, My Hero” offers an evolved perspective on what a real hero looks like through curated user generated content from around the world. The film is a compilation of home footage, from 22 real families, that showcases dads showing extraordinary care for their kids.
“As a brand, we’ve focused on the evolution of masculinity and highlighting dads’ caring sides,” said Jennifer Bremner, director of marketing, Unilever. “Definitions of heroism have traditionally been rooted in physical strength, but this Father’s Day, Dove Men+Care will celebrate how heroes gain strength from moments of care, elevating them to hero status in the eyes of others. We know 94 percent of men say it’s important to be a caring father2, and the “My Dad, My Hero” campaign pays tribute to the moments in real dads’ lives that demonstrate that care is what defines them as a hero.”
The real men of “My Dad, My Hero”
Moments captured in the “My Dad, My Hero” film include:
- Craig Guillot – Craig started running with his daughter in a stroller to get in shape, but the runs quickly turned into a bonding experience between them as they logged more than 3,000 miles, shared stories, and even learned the alphabet.
- Will Pemble – Will took his son Lyle’s passion for rollercoasters and turned it into a hobby, helping his son build his own rollercoaster in their backyard. To date, they have spent more than 300 hours building 4 rollercoasters together, seizing Lyle’s interest and teaching him about physics, math, and life lessons along the way.
- Rocco Forgione and Corey Martin – Rocco and Corey always wanted to be dads, but never thought they could overcome the obstacles of entering gay parenthood. Their path to fatherhood was long, but also filled with happiness. When Forge was born, Rocco and Corey moved closer to family so their son could be surrounded by love and support.
Dove Men+Care “Dad Care Package” program
82 percent of men believe that having a child changes the way they think about what it means to be a man.2 In partnership with select hospitals around the country, Dove Men+Care is demonstrating its commitment to dads as heroes from the very beginning by continuing its “Dad Care Package” program for a second year.
The program will equip dads with skin, face, hair and deodorant products, along with a “welcome letter” in the delivery room to help ensure dad’s personal care resources during the busy and exciting initial moments (and days) of parenthood are taken care of. In its second year, Dove Men+Care is expanding its network of hospitals and distributing “Dad Care Packages” to 15,000 dads across the country.
Visit http://www.DoveMenCare.com to watch the “My Dad, My Hero” film. Join the conversation by using #RealStrength, and share with the hero in your life by tagging @DoveMenCare on Twitter, Facebook, or Instagram.
Grooming products specifically designed for real, caring heroes
Dove Men+Care knows that male strength today is about embracing care for oneself and others. 91 percent of men believe they need to take care of themselves in order to be able to take care of others2, and Dove Men+Care has a full line of grooming products specifically designed to care for men’s skin, face, hair, and underarms. For more information, go to dovemencare.com.
About Dove Men+Care US
Dove Men+Care is the first range of products from Dove developed specially for men. Manufactured by Unilever, the line includes the #1 dermatologist recommended body wash. 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.
Contact
Amy Jackson/Edelman
212.277.4323
Amy.Jackson@edelman.com