14 Jun Dads’ Caring on YouTube

In honor of Father’s Day this Sunday, we wanted to dedicate our blog to the fathers and dads active in digital media today. Here is a crazy statistic to digest, today only 7% of men can relate to depictions of masculinity in media. BUT, 80% of dads (versus 71% of moms) go to YouTube for parenting help and guidance. It is their teaching instructor.

When Dove Men+Care got ahold of these startling statistics, the brand decided to approach men in a different light: care makes men stronger. And men want to see this echoed in the content they are engaging with. “On YouTube, we share films that not only talk to our benefits, but also highlight the ways that care makes a man stronger. We know that real men want to see themselves accurately portrayed, and that their caring side is a big part of this masculinity”, said the senior brand manager of Dove Men+Care.

Dove Men+Care’s new ‘caring’ campaign is a striking clip showcase of real fathers displaying care through various life moments. ‘There to Care’ is launched on YouTube as a digital platform to show the brand’s gratitude to all the men, who are also fathers, who are influential in caring and shaping the lives of others. Men want to see themselves, as they really are, both sides of masculinity exposed, just as women do.

In media advertising, it is very important to not segregate people we assume are not watching. It is important to keep the message broad enough to appeal to all audiences, but walking the fine line to keep the strategy personal enough. Humans are three-dimensional and brand campaigns should shed light on our multiple layers. Dove is a brand that is consistently influential and breaking the marketing barriers. ‘There to Care’ is just another campaign motivating the future of digital media.