Unilever-owned Dove Men+Care has launched a global campaign that aims to champion better paternity leave for dads and challenge stereotypes around men as caregivers.
In a bid to spark a cultural movement around paid parental leave, the company is looking to drive awareness around the issue through a council of advisors, partners and experts, coupled with new proprietary fatherhood research.
Other parts of the campaign include providing new dads with resources such as the ‘Dove Men+Care digital hub, which includes information and guidance for men considering taking paternity leave, the benefits of taking leave, advice from real dads who have taken leave, and how to approach and advocate for paternity leave at work.’
Nick Soukas, VP of Skin Cleansing & Baby Care for Unilever, “Since we launched in 2010, Dove Men+Care has communicated that modern masculinity is defined by the way men care.
“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.”
As part of this campaign, Dove Men+Care and Promoundo-US have collaborated to carry out a pioneering study to look further into what keeps fathers from taking paternity leave and being the fully involved caregivers they want to be.
Josh Levs, Author and leading paternity leave expert, said, “The vast majority of dads today want to be completely involved in their children’s lives from day one.
“Yet the lack of paid paternity leave in the U.S., 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.”