Measures of masculinity are moving beyond traditional notions of power, affluence and physical strength, so it’s timely then, that Dove Men+Care and David Pocock have collaborated to launch a campaign which addresses a shared realisation that conversations need to be had on a more nuanced version of a man’s real strength.

The Strength to Care campaign aims to start conversations with Australian men about where real strength comes from – having strength of character, having the strength of conviction and having the strength to care.

“You grow up as a boy and you feel like at some point you’ll just be a man and know the right things to do and say and act. It’s not as simple as that,” David Pocock said.

The campaign is brought to life through David Pocock’s Journey to Strength project, a video series that gives insight into how, despite his stature, David found it hard to speak up and find his voice, and the value he places on showing vulnerability and imperfections in his life.

The path David has trodden is not typical. Not by a long stretch.

 

The Dove Men+Care Strength to Care campaign collaboration comes from a shared goal to shift perceptions of masculinity away from outdated views and towards a realisation that real strength comes from showing care.

David Pocock’s Journey to Strength will be released in line with the 2016 Cook Cup Rugby Test Series against England from 11 June and will give insight into how he found it hard to speak up and find his voice.

Relationships hero the series, distinguishing David’s value in showing vulnerabilities and imperfections and how these build for a stronger more caring relationship.

In the final chapter, David explores the pressures of everyday life, understanding that before you can care for anyone else, first you must take care of yourself.

The full Journey to Strength series will be available on the Dove Men+Care website and YouTube from 11 June.

Campaign credits as follows:

• Lead agency / creative: Octagon
• Production company: Milkmoney
• Media: PHD
• Digital: TBWA
• PR: Liquid Ideas