Dove's Father's Day campaign emphasizes self-care, includes children's book

The brand is partnering with Headspace and encouraging dads to enjoy storytime

Published On
Jun 18, 2021

Editor's Pick

Dove has been celebrating fatherhood for some years now with its Father's Day campaign for Dove Men+Care, but this year it's putting the emphasis on fathers caring for themselves, as well as for their kids. 

In tune with the growing social emphasis on mental health, the Unilever brand's initiatives this year include partnering with Headspace to create a curated collection of meditations that includes themes of "Radical Self-Care," "Compassionate Parenting,"  "Letting Go of Work" and more. With the purchase of any Dove Men+Care product until August 31, anyone can upload their receipt to for a free three-month Headspace Plus trial.

As part of the campaign, created via BBD Perfect Storm's male marketing division, New Macho, Dove also collaborated on a storybook for fathers, to try to encourage dads to "reset and recharge" during storytime with their kids. "Dads (They Care A Lot)" was created collaboration with author and illustrator Keith Negley; it features in a promotional video, seen here, in which individual fathers are surprised by their kids with personalized versions of the book. 

The brand is also creating a YouTube video series called #DadsCare in which real-life feathers will share their real experiences and advice for other fathers on navigating all stages of the fatherhood journey. Fathers featured include celebrity dads such as tech entrepreneur and Reddit co-founder Alexis Ohanian, and there are contributions from social media groups such as Gays with Kids, City Dads and The Dad Gang (whose mission is to change the way the world views Black Fatherhood). 

Dove's message is that by encouraging fathers to look after themselves, the whole family will benefit. Research commissioned by Dove Men+Care in partnership with Promundo-US showed that practicing a holistic care regimen helps men show up more effectively in their relationships and impacts the next generation—for example, when sons see their fathers engaged as full partners in domestic care and work, they are 1.5 times more likely to contribute their fair share of unpaid care work within the household.

"This year has been especially challenging for families and caregivers as they have been navigating the balance of work, home and other responsibilities," said Carlos Gil, global brand vice president of Dove Men+Care, in a statement. "We know how important a dad's care is, and the transformational effect that care has on everyone around him. That is why this Father's Day, we hope to not only celebrate caring dads, but more importantly support them with valuable tools to better care for themselves and those around them."


Jun 18, 2021
Dove Men+ Care
Agency :
BBD Perfect Storm - New Macho
Global Brand Vice President of Dove Men+Care :
Carlos-Javier Gil
Senior Global Brand Manager Dove Men+Care :
Glenn Racioppi
Global Associate Brand Manager Dove Men+Care :
Sana Suh
Brand Manager Dove Men+Care US :
Jordan Lewis
Managing Director New Macho :
Fernando Desouches
Chief Strategy Officer :
Tony Quinn
Executive Creative Director :
Seb Hill
Senior Art Director :
Jacob Hill-Gowing
Copywriter :
Tamsin Thom
Client Services Director :
Jamie Buchanan
Account Director :
Callum Simpson
Account Manager :
Ben Ryall
Planning Director :
Kimberly Douglas
Producer :
Lindsay Garka
Author / Illustrator :
Keith Negley
Production :
Rattling Stick
Production :
Tripp Kramer Production
Producer :
Johnnie Frankel
US Producer :
Tripp Kramer
Director DoP & offline editor :
Henry Busby
Offline Editor :
Jake Oleson
Post Production & Finishing :
Colorist :
Simon Bourne
Offline Editor :
Isabelle Slocombe
Flame Artist :
Andy Salter
Flame Artist :
Paul O'Brian
Flame Artist :
Darran Nicholson
Post Producer :
Semley Wilkinson
Production Assistant :
Poppy Chadwick
Traffic Producer :
Danielle Nadal
Music Composition :
Audio Post Production :
Sonic Union

Need a credit fix? Contact the Creativity Editors

Project Type