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It’s Time To Acknowledge The Ways Dads Care

Dove Men + Care “Calls for Dad” Campaign Reveals Caring Moments of Fatherhood That Often Go Unrecognized

/ PR Newswire / — 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.
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“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.com/DoveMenCareUS.

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 www.Dovemencare.com to celebrate moments of dads’ care.

About Dove Men+Care US
Dove Men+Care is the first range of products from Dove® developed specially for men. Manufactured by Unilever, it is the #1 recommended body wash by dermatologists. Launched in 2010, the Dove Men+Care portfolio includes bars, body washes, face care, anti-perspirant/deodorants, and hair care. Dove® Men+Care is available nationwide in food, drug, and mass outlet stores.

About Unilever North America
Unilever is one of the world’s leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. Our products are present in 7 out of 10 homes globally and are used by over 2 billion people on a daily basis. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Ragu, Simple, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at www.unileverusa.com/sustainable-living or www.unilever.ca/sustainable-living.

Unilever employs more than 12,000 people across North America – generating over $10 billion in sales in 2012. For more information visit www.unileverusa.com or www.unilever.ca.

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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