Dove Men+Care launches paternity leave for dads campaign

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Dove Men+Care launches paternity leave for dads campaign

By Gisselle Gaitan - 06/05/2018
For Father’s Day, Dove Men+Care is launching a new global campaign championing paternity leave for fathers.

The Englewood Cliffs, N.J.-based company wants to challenge the stereotypes around men as caregivers and spark a cultural movement around paid paternity leave, by driving awareness around the issue through a council of advisors, partners and experts.

In addition, the brand wants to provide new fathers with such resources as the Dove Men+Care digital hub, which includes information and guidance for those considering taking paternity leave and help improve policies through collaborations and partnerships.

“Since we launched in 2010, Dove Men+Care has communicated that modern masculinity is defined by the way men care,” Nick Soukas, VP of skin cleansing and baby care for Unilever, said. “By supporting this important initiative, our goal is to increase utilization rates of paid paternity leave for those men who have access to it and encourage other companies to come together and offer men paid paternity leave so they can take the time to care for their families.”

The brand also partnered with Promundo-US on a survey that found 71% of fathers agreeing on the notion of having little workplace support for fathers, and 1-in-5 men admitting to being afraid of losing their job if they took the full amount of paternity leave offered.

“The vast majority of dads today want to be completely involved in their children's lives from day one,” Josh Levs, author and leading paternity leave expert, said. “Yet the lack of paid paternity leave in the U.S., societal stigmas around taking leave, and fears of repercussions at work still prevent most working fathers from having time to stay home for caregiving. Dove Men+Care is hoping to change the conversation around this issue and showcase how paternity leave is critical for all: children, women, men, and families.”

To support this movement, the company is launching a film called “Dear Future Dads” that features a diverse group of fathers sharing advice and personal anecdotes for current, expectant and new dads as well as why taking the time to care for their children is important.

Further information on the campaign can be found on Dove's website, or by using the #DearFutureDads hashtag on social media.

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