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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.

CHAMPIONING PATERNITY LEAVE

There are so many benefits of paternity leave – but restrictive masculine stereotypes and a lack of access to paid parental leave...

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PATERNITY LEAVE - REAL ADVICE FROM DADS

Becoming a dad for the first time can be daunting – and since taking paternity leave isn’t yet as common as it should be...

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THE BENEFITS OF PATERNITY LEAVE

Even in places where paid parental leave is available, paternity leave can still feel like a relatively new idea....

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6 PATERNITY LEAVE TIPS FOR NEW DADS

Becoming a confident dad doesn’t happen overnight – it takes time to get used to your new responsibilities as a father...

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THE EVOLUTION OF BEING A DAD

What it means to be a father has changed a lot over the years. A generation or two ago, the majority of fathers...

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