DOVE - DEAR FUTURE DADS
Use Virtue’s global network to craft culturally intelligent IP for Dove Men+Care that challenges dated masculine ideals and celebrates care as the best of a man.
The modern man, 25-35 y.o.
From Sao Paulo and Sydney to London and Lebanon, we captured unique perspectives and personal stories around masculinity that revealed a bigger role for Dove Men+Care to play in culture.
We created a cultural platform that celebrates care as he best of a man. We invited modern men around the world to share advice to the next generation in order to create meaningful change in families, policy, and in culture.
200K uses of #DEARFUTUREDADS.
+3.8 Million Views.
2.54bn Earned impressions.
Dove - Dear Future Dads
To connect Dove with a new audience, the modern man, we asked and captured unique perspectives around the subject of masculinity that revealed a bigger role for Dove Men+Care to play in culture.