To support paternity leave for dads everywhere, Dove Men+Care has released a new global campaign named “Dear Future Dads” this Father’s Day.
The campaign film features a group of dads who share advices and personal opinions for future dads on why they should spare time to grow their children as their wives do.
Nick Soukas, VP of Skin Cleansing & Baby Care for Unilever said:
Since we launched in 2010, Dove Men+Care has communicated that modern masculinity is defined by the way men care. By supporting this important initiative, our goal is to increase utilisation 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.
Josh Levs, author and leading paternity leave expert, said:
The vast majority of dads today want to be completely involved in their children’s lives from day one. 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.
Telling future dads how sharing amazing moments with their children matters for them, Dove‘s #DearFutureDads also encourages them to visit the campaign’s online platform which includes information for dads, who consider taking paternity leave and aim to raise awareness of the issue in 2019.
Dove’s “Dear Future Dads” campaign smartly touches on today’s sense of family and it is one of the greatest examples of breaking the stereotypes about men and women roles in the society.