In honor of Father’s Day, Dove Men+Care proudly launched its #CongratsItsADad campaign, a heartfelt initiative that celebrates the profound moment when men become fathers to newborns. Demonstrating remarkable agility, the campaign showcases the brand’s ongoing commitment to acknowledging the transformative power of care in a man’s life.
The #CongratsItsADad campaign recognizes men who received the ultimate Father’s Day gift this year—the birth of their child. Throughout the entire day, starting from midnight, Dove Men+Care collected and compiled photographs of new dads from across the United States. With remarkable swiftness, the brand transformed these images into captivating outdoor digital billboards displayed in over 1,600 locations throughout New York City, including iconic spots like Times Square and Penn Plaza—all on the very same day.
Augusto Garzon, Global Lead of Dove Men+Care for Unilever, shared, “Since its inception in 2010, Dove Men+Care has drawn inspiration from the caring role of fathers, and we remain committed to dismantling the negative stereotypes that affect men. The birth of a child marks the birth of a dad. This campaign not only celebrates their care but also provides support as they embark on this new journey of fatherhood. We initiated this mission in 2019 with the launch of the Pledge for Paternity Leave.”
As part of its ongoing dedication to making paid parental leave more accessible to all parents, Dove Men+Care will award each featured dad in the campaign a $5,000 grant. This financial support aims to supplement their paternity leave needs or assist them in any way during the crucial early weeks of fatherhood. The brand acknowledges that in the United States, only 13% of fathers who take time off work for their growing families receive any payment. Since 2019, Dove Men+Care has focused on addressing this issue through the Pledge for Paternity Leave, which encompasses efforts to drive legislative change, provide immediate support to fathers in need, and cultivate a community of advocates and supporters of paid parental leave.
Throughout the month, the #CongratsItsADad content will be shared across Dove Men+Care’s social channels, and the brand is collaborating with content creators to share their own stories of fatherhood. Everyone is encouraged to join the conversation by engaging with the “Add Yours” feature in Instagram stories and using the campaign hashtag.
Ogilvy, Dove Men+Care’s partner in creative development, recognizes the importance of showcasing the caring nature of fathers. Rob Butcher, Global Creative Director Dove Men+Care for Ogilvy, stated, “There’s a critical need to present positive models of care for men, particularly in the lives of their children. With 1 in 4 children in America lacking a biological, step, or adoptive father at home, championing men who embrace the challenges of fatherhood is at the core of Dove Men+Care’s purpose.” The campaign’s desire to portray fatherhood in this manner stems from the team’s personal experiences. Daniel Fisher, a dad and Global Executive Creative Director Unilever for Ogilvy, shared a touching anecdote: “Last Friday evening, I dressed up as a merman and took my eldest baby, now 9 years old, to watch a movie at our local cinema. I made that promise to her, along with countless others, at 1:46 PM on March 23, 2014, when I cradled her in my arms for the first time. The moment a man becomes a father for the first time and meets
