Dove Men Care First Fatherhood Moments
Dove Men+Care is running “First Fatherhood Moments”, a Father’s Day campaign celebrating the emotion, strength and happiness dads openly express upon learning they are going to become a father. Reflective of the increase in dad’s sharing more content online today, the heart of the campaign is captured in a new film, which shares the reaction of fathers-to-be in the first moments they find out they are going to be a dad. Comprised of personal online clips from the lives of 13 real dads, the film portrays their authentic and unfiltered reactions, and offers genuine insight into this pivotal moment when a man learns his life has changed forever.
“Fatherhood has evolved from previous generations, with men drawing strength and fulfillment from their caring roles. In fact, 88 percent of men feel that taking care of their family makes them feel strong,” said Jennifer Bremner, Director of Marketing for Unilever. “Our brand has seen this displayed through the personal experiences dads are sharing online. In celebration of Father’s Day, we collated moving moments from real men to show the world that a dads’ care begins from the very first instant he finds out he’s going to be a dad.”
Christina Vereb set up a hidden camera to capture the moment, and handed her husband Matt a Pennsylvania college baby hat (bought in the school where they first met) to reveal their happy news. Ian and Darryl Colvin from Port Moody, Canada, are shown embracing one another as they set eyes on their newborn baby boy (who they never thought they’d have) for the first time. Jonathan and Sara Wilson from San Antonio, Texas shared their moment with a poppy seed, signifying the size of their baby. Sara handed Jonathan the small seed to creatively reveal the news.
Viewers are invited to see ‘First Fatherhood Moments at dovemencare.com/fatherhood, and share #RealStrength stories, advice, or a ‘First Fatherhood Moment’ with @DoveMenCare on Twitter, Facebook, or Instagram.
Caring For Dads From The First Moment (And Beyond)
Dove Men+Care understands that men today (70 percent) feel the need to be stronger when they enter fatherhood and begin taking care of their families.3 Starting this month, Dove Men+Care is bringing care and resources to dads’ lives as they embark upon parenthood. The brand will debut a new series of open letters “To All Dads” on the emerging publishing platform Medium.com, which will house original content for fathers, from fathers. Dove Men+Care has worked closely with a diverse group of authors, fatherhood group founders, journalists, and masculinity experts to share personal experiences and words of support within the “To All Dads” series to help give encouragement, strength and advice to dads everywhere. Visit medium.com/to-all-dads to read the open letters (that will be posted throughout the summer) and share your feedback.
In partnership with select health care groups and organizations nationwide, Dove Men+Care is also launching a new “Dad Care Package” program. The program will equip dads with skin, face and underarm products and an “open letter” in the delivery room, to help ensure dad’s personal care and resources during the busy and exciting initial moments (and days) of parenthood. Ninety-one percent of men feel that in order for them to best take care of those around them, it is important to take care of yourself, and the program will initially distribute 10,000 “Dad Care Packages” nationwide. Dove Men+Care intends to support real dads at the time in their lives when they need it most.
The Dove Men Care First Fathers Moments campaign was developed at Havas Helia, London, by creative director Aaron Howard, head of digital content strategy Lee Thomas, creative content strategist Stuart Howell, senior art director Libby Clay, senior copywriter Rachel Heathfield, apprentice art director Bethany Wells, apprentice copywriter Verena Camesasca, social creative strategist Ed Hardy, planner Helen Spencer, senior account director Michelle Hartmann and senior team manager Charlotte Lewis working with Dove Men Care marketing director Jennifer Bremner.
The film was produced by freelance editor Iain Welland.