Dove Men+Care partners with Imagine Entertainment on DADS documentary
To encourage conversation around paternity leave access and utilization globally, Dove Men+Care partnered and co-financed DADS, a documentary which explores the critical role dads play and modern fatherhood
TORONTO, Sept. 4, 2019 /CNW/ - Progressing its commitment to support paternity leave and to further expand the opportunity for men to show care, Dove Men+Care has partnered with Imagine Documentaries on DADS. The documentary, produced by Imagine Entertainment's Brian Grazer, Ron Howard and Justin Wilkes will premiere on Sept. 6 at the Toronto International Film Festival (TIFF). Directed by Bryce Dallas Howard, the film will offer audiences a unique and humorous perspective on what it means to be a father in the modern era across the globe. Dads around the world are featured in the film, alongside celebrity fathers including Jimmy Fallon, Will Smith, Neil Patrick Harris, Ken Jeong, Conan O'Brien, and Kenan Thompson, among others.
"The role of fatherhood has evolved, but there's still a long way to go," said Carlos Javier Gil, Global Brand Vice President, Dove Men+Care. "From our global research, we know 85 per cent of dads said that they would do anything to be more involved after their child is born, and yet less than half of fathers took as much time as their country's policy allowed. To show our commitment, 100 per cent of profits made from the DADS film will be donated to our Paternity Leave Fund to support dads worldwide who lack access to take paid paternity leave."
Globally, men face significant obstacles to enjoying more time with their children. Whether due to an absence of policy, or a disincentive from their employers or peers, fathers are not being given opportunities or support to spend quality time at home with their children. Dove Men+Care partnered with Promundo to examine global issues surrounding dads' perceived roles as caregivers and how the impact that has on gender equality. The study surveyed 11,334 men and women across the U.S., UK, Canada, Brazil, Argentina, Netherlands and Japan. Highlights from the study are below and full study available upon request.
- Despite Canada's comparatively progressive parental leave policies, most men continue to feel that paternity leave is not for them, due to professional and economic considerations.
- 62 per cent of fathers felt that their family finances will be very negatively affected if they took their allocated leave
- The U.S. is the only developed nation in the world that does not provide nationally guaranteed paid parental leave for mothers and fathers. Despite U.S. fathers wanting to be more involved caregivers, this lack of paid paternity leave at a national level is a major barrier to them taking more time off to bond with their newborns just as it creates major obstacles for working mothers.
- Just 15 per cent of male and female workers have access to paid leave through their employer.
- Globally, 66 per cent of men and 71 per cent of women in the study reported that they are bothered by negative portrayals of fathers in the media – often evoking ideas of incompetence or apathy to care.
"The DADS film champions a new societal narrative around involved fatherhood," says Nick Soukas, U.S. Vice President of Skin Cleansing, Unilever. "Having just become a first-time father myself and enjoying the first few months at home with my child, I cannot emphasize enough the importance of these ongoing conversations. We need to open the line of communication for all dads and allies, so we can make federally-provided paid paternity leave the new standard for all dads in the U.S."
While a new Canadian legislation (Parental Sharing Benefit) grants Canadian families five additional weeks of leave if taken by a non-birthing parent, the U.S. landscape is vastly different. In the U.S., Dove Men+Care has created the Pledge for Paternity Leave to improve public demand for new legislation of federally-supported paid leave laws.
Dove Men+Care is taking action to make paternity leave an option for every dad. The brand aims to support increased access to, and uptake of, paternity leave around the world. The DADS documentary is the latest effort from Dove Men+Care championing paternity leave, the brand's global social mission. Since launching in 2010, Dove Men + Care has celebrated the men who care for themselves and others. The commitment to paternity leave reflects the brands continued efforts to promote a culture where men can confidently care for others, because when there is expanded opportunity for men to show care, there is a positive impact on them and society.
About Dove Men+Care
Dove Men+Care is the first range of products from Dove developed specially for men. Manufactured by Unilever, the line includes the #1 dermatologist recommended body wash. Launched in 2010, the Dove Men+Care portfolio includes bars, body washes, face care, anti-perspirant/deodorants, and hair care. Dove Men+Care is available nationwide in food, drug, and mass outlet stores.
About Unilever Canada
Unilever is one of the world's leading suppliers of Beauty & Personal Care, Home Care, and Foods & Refreshment products with sales in over 190 countries and reaching 2.5 billion consumers a day. In Canada, the portfolio includes brand icons such as: Axe®, Ben & Jerry's®, Breyers®, Degree®, Dove® personal care products, Hellmann's®, Klondike®, Knorr®, Lipton®, Love Beauty and Planet®, Magnum®, Nexxus®, Popsicle®, Pure Leaf®, Q-Tips®, Seventh Generation®, Simple®, St. Ives®, TRESemmé®, and Vaseline®. All of the preceding brand names are owned or used under license by Unilever Canada Inc.
About Unilever United States, Inc.
In the United States, the portfolio includes brand icons such as Axe, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dollar Shave Club, Dove, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Seventh Generation, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY, TRESemmé and Vaseline.
All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies. Unilever employs approximately 8,000 people in the United States – generating more than $9 billion in sales in 2016.
Unilever's Sustainable Living Plan underpins the company's strategy and commits to:
- Helping more than a billion people take action to improve their health and well-being by 2020.
- Halving the environmental impact of our products by 2030.
- Enhancing the livelihoods of millions of people by 2020.
The USLP creates value by driving growth and trust, eliminating costs and reducing risks. Globally, the company's sustainable living brands grew 69% faster than the rest of the business and delivered 75% of Unilever's overall growth in 2018.
SOURCE Dove Men+Care
Media Inquiries: Sarah Botros, Edelman Canada, [email protected], 416-850-0187; Thomas Palladino, Edelman U.S., [email protected], +1 212 819 4851
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