Dove Men
Take the Time
Case Study
About
Canadian fathers can share up to 18 months of parental leave with their partners. Yet, only 12% of fathers in English Canada use any of their paternal benefits at all.
Some people cannot afford to take leave. However, for many others, the barrier is social stigma.
On March 17th, new legislation took effect that provided an additional five weeks of use-it-or-lose-it paternity leave in Canada. The same day, we launched our Dove Men+Care campaign to dispel the stigma and encourage men to #TakeTheTime.
The integrated campaign had a short documentary, interactive OOH, online video, social media, influencers, and more.
Credits
Agency: Ogilvy / Chief Creative Officer: Brian Murray / Art Director: Samiir Mussa / Copywriter: Max Oss Rech, David Weaver / Broadcast Producer: Sharon Nelson-Bailey / Print Pro Producer: David Scanlon / Account Lead: Aviva Groll / Account Supervisor: Beth Blatch / Account Executive: Kemal Sehoglu / Planner: Robyn Hutman / Production House: Spy Films / Director: Tamir Moscovici / Production House Producer: Matt Wiele / Editor: Outsider Editorial / Audio: Toast and Jam
Recognized by Cannes Lions, One Show, Clios, Canadian Marketing Awards, IABC Gold Quills, Media innovation Awards and Grand Prix at Crafting Brands for Life.