Breaking News

Dads Get Their Due, Thanks to Dove

June 9, 2014

New campaign from Dove counts the ways.

Dads care...well, most of them anyway. In a new survey conducted by Dove, nearly 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 media. 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, VP-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."

When asked to select what attributes best describe dads in the media, dads were most likely to choose disconnected, bumbling and incompetent—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.

According to Dove, Dads today are caring for their children's emotional well-being (74%) 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.

And what about those 26% of guys who don't care for their children's emotional well-being? They're probably doing other thinks with their kids—like coaching Little League.

Related End-User Markets:

blog comments powered by Disqus
  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • How Green Is Your Surfactant?

    How Green Is Your Surfactant?

    Tom Branna, Editorial Director ||September 1, 2016
    Suppliers offer a range of solutions to help household and personal care product formulators develop formulas

  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event