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.
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 Dovemencare to celebrate moments of dads’ care.
1Source: Dove Men+Care Dad Portrayal Research Study, 2014
2Source: Dove Men+Care Dad Portrayal Research Study, 2014
3Source: Dove Men+Care Dad Portrayal Research Study, 2014
4Source: Dove Men+Care Dad Portrayal Research Study, 2014
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