Beauty giant Dove is fighting for paternity leave for dads this Father’s Day. Dove Men+Care, the brand’s men’s division, is launching a global campaign that aims to challenge stereotypes about dads and kickstart a cultural movement regarding paid paternity leave. According to research by the brand, only 15% of dads in the US have access to paid paternity leave benefits, and most of those do not take the full amount of time off.
"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," said Nick Soukas, VP of Skin Cleansing & Baby Care for Unilever, in a statement.
The campaign will focus on raising awareness of the issue, encouraging employers to set an example by making full use of their own paternity leave time, and helping to improve policies via corporate collaboration. A film dubbed "Dear Future Dads" will shed light on the issue, and the brand is also launching the "Dove Men+Care digital hub," a resource that offers parents information and guidance about taking paternity leave. It also plans to ramp up its existing ’New Dad Care Package’ hospital program - which provides fathers with skin, hair and deodorant essentials and "Baby Dove Tip to Toe" wash - by reaching 20,000 new fathers over the next year.
While it might not seem like an obvious wellness issue, Dove reports that 87% of men who have and use paternity leave benefits feel more satisfied overall with their lives. Research by the brand suggested that some 71% of men feel that there is little workplace support for fathers, with a fifth even declaring that they would be afraid that taking the full amount of paternity leave offered could lead to them losing their jobs.
This is not the first social campaign undertaken by Dove Men+Care; back in March, the brand teamed up with a series of of basketball heavyweights on its mission to promote the theme of caring.
For more information, see DoveMenCare.com/PaternityLeave