#TakeTheTime - Dove Men+Care | Clapboard Ad Archive

Dove Men+Care’s 2019 #TakeTheTime campaign, crafted by Ogilvy for the Canadian market, stands as a strategic and culturally resonant initiative within the Beauty and Health category, directly addressing the evolving role of modern fatherhood through an authentic content-driven approach. Launched to coincide with the Canadian government’s introduction of a progressive five-week use-it-or-lose-it parental leave benefit, this campaign leverages real-life documentation of five fathers navigating their paternity leave journeys over five weeks, creating a compelling narrative grounded in lived experience rather than dramatization or product-centric storytelling. What Clapboard’s taxonomy would classify as FORMAT#10 ASSOCIATED USER IMAGERY, the campaign focuses on relatable, aspirational profiles of these fathers, emphasizing values of caring masculinity and active parenting that align tightly with Dove Men+Care’s brand ethos of supporting men’s wellbeing. By centering on genuine paternal stories, the campaign humanizes the topic of paternity leave, inviting emotional engagement and inspiring a shift in cultural attitudes toward fatherhood as an active, hands-on role. The single, powerful media asset formed the hub for a broader digital and social media conversation across platforms like Facebook, Twitter, and Instagram, amplifying reach and engagement around paternity leave rights and the importance of shared parenting responsibilities. This timing and approach demonstrate a sophisticated understanding of market context and social policy, positioning Dove Men+Care as a proactive advocate for men embracing parental leave and deepening their family bonds during critical early stages. The campaign extends its influence beyond awareness by directing audiences to practical resources on dovemencare.com/paternityleave, enhancing its utility and support for new fathers navigating this transition. The campaign earns 70/100 in Clapboard’s global creative archive. This campaign matters to the industry because it shows how beauty brands can transcend product promotion to influence social norms and public policy by embedding authentic user experiences that resonate deeply with evolving consumer identities.