DOVE MEN+CARE SOCIAL MISSION 2018
The brief… was to create engaging content to promote the Dove social mission for 2018. Articles had to convey clearly to the target market that Dove Men+Care are championing better paternity leave for dads worldwide.
The content... consisted of a series of five articles covering all aspects of paternity leave, from its history to its benefits and what to expect as a new dad.
The tone of voice... for this project was a fine balance: informal/approachable on the one hand and authoritative/instructive on the other.
The content went live on the Dove website on Father’s Day 2018.