Dove Launches ‘Real Strength’ Campaign Aimed At Men

Dove Launches ‘Real Strength’ Campaign Aimed At Men
SHARE
THIS



Are you really less of a man if you cry? That is the question Dove Men+Care is asking, with a new campaign in partnership with the Wake Up Project encouraging society to reconsider what ‘the real strength of a man’ actually means.

Under the guidance of celebrated masculinity author and researcher Dr. Michael Kimmel, a survey of Australian men found 86 per cent agree the concept of masculinity has changed since their father’s generation, and nine out of 10 believe showing care is a sign of strength.

“It’s an interesting time for men in Australia, with a new idea of real strength emerging. The research shows that men believe masculinity today is measured beyond traditional notions of power, affluence and physical strength, yet the overwhelming majority think the way masculinity is depicted in the media doesn’t reflect this shift,” said Unilever marketing director Jon McCarthy.

“In the same way that Dove Women has started a global conversation around real beauty, we want to start a conversation about a man’s true strength. The Dove Men+Care ‘Real Strength’ campaign aims to celebrate the caring character of today’s man, recognising how care for himself and others makes him stronger.”

A staggering 91 per cent of men surveyed said they respect other men who show their emotions, however a majority of them (62 per cent) said they feel uncomfortable crying in front of others because it could be viewed as a sign of weakness – a viewpoint that Jono Fisher, founder of The Wake Up Project says it’s important to change.

“While it’s great to hear men respect others who show vulnerability, most men still feel uncomfortable showing vulnerability themselves. It really highlights the importance of starting a new conversation around what constitutes real strength in a man. These conversations are about giving men permission to be more emotionally honest in their family lives, workplaces and in society at large,” Fisher said.

As part of the campaign, Dove Men+Care and the Wake Up Project have created a podcast series where each week a successful Australian man, from a different walk of life, will open up about what real strength means to him. Guests for the podcast include Wallabies Coach Michael Cheika, former CEO of National Australia Bank Cameron Clyne, and TV presenter and journalist David Koch. The podcast series can be found online on the Dove Men+Care website and rugby.com.au.

As a major sponsor of the Wallabies, Dove Men+Care has been working with the Australian Rugby Union to start the conversation about man’s real strength and address the evolving vision of masculinity in the 21st century. The campaign was launched at a function on Monday 4 May, where Wallabies players Dave Dennis, Wycliff Palu, Tatafu Polota-Nau, Sekope Kepu and Paddy Ryan were in attendance to discuss what real strength means to them.

Latest News

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’
  • Media

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’

Ten teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018. The competition garnered 123 submissions – the most of any Young Spikes competition – from executives aged 30 and under across the Asia Pacific and Japan. […]

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler
  • Media

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler

Corporate affairs agency Wilkinson Butler is delighted to welcome Nick Albrow to join its board as a director. Albrow joins chairman Peter Wilkinson and managing director Andrew Butler as the business builds on its reputation as one of the leading crisis and issues firms in Australia. Joining in September 2017 as an account director, Albrow has […]

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]

Apostrophe Copywriters Is Landing In Amsterdam
  • Marketing

Apostrophe Copywriters Is Landing In Amsterdam

Apostrophe, Melbourne’s first copywriting collective, is launching a pop-up office in Amsterdam this September with Lauren Brumley, Apostrophe’s Head Strategist, at the helm. Since its inception in 2012, Apostrophe has continued its steady growth trajectory, expanding globally to accommodate clients in cities as diverse as Helsinki, NYC, Los Angeles, Kuwait and the Netherlands. In 2014 […]