Just in Time for Father’s Day, This New Dove Ad Fights for All Dads to Have Paid Paternity Leave
Just in time for Father’s Day, Dove Men+Care created a short video clip that champions fathers who have taken time to be with their kids, having them discuss what their paternity leave experiences mean to them. The Dove ad — titled “Dear Future Dads” — features real fathers from around the world, including two gay dads, Marion and Carl.
Dove Men+Care is partnering with the organization Gays With Kids to champion paternity leave for all dads, and to highlight its positive impacts — on the gay community in particular. The Dove ad campaign consists of dads sharing their personal stories and discussing the challenges they face in becoming a new dad, like the lack of paid leave.
“Since we launched in 2010, Dove Men+Care has communicated that modern masculinity is defined by the way men care,” says Nick Soukas, VP of Skin Cleansing and Baby Care for Unilever. “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 to encourage other companies to come together and offer men paid paternity leave so they can take the time to care for their families.”
According to Dove, only 15% of American men have access to paid leave, despite an overwhelming 89% of dads believing it’s important for companies to provide those paid paternity leave benefits.
Dove is also putting its money where its mouth is. The company used crowdfunding to assist 27 new and expecting dads by contributing to their paid leave requests.
“The vast majority of dads today want to be completely involved in their children’s lives from day one,” says Josh Levs, a leading paternity leave expert. “Yet the lack of paid paternity leave in the United States, 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.”