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2020 One Show - Public Relations

The Pledge for Paternity Leave

Agency Edelman / New York + Unilever / Englewood Cliffs, NJ

Client Unilever/Dove Men+Care
BACK TO RESULTS

Annual ID

OS_PR20_015B

About the Work

Dove Men+Care is committed to expanding men’s opportunities to care by addressing stereotypes around masculinity and fatherhood. In 2018, the brand transitioned from celebrating men’s caring roles to driving action around an issue that inhibits men’s ability to care – paternity leave. Only 1 in 5 American men have access to any paid paternity leave, limiting a critical opportunity for men to care. Alongside notable partners and fatherhood experts, Dove Men+Care created a plan to change federal legislation, to make paid family leave the new standard for all parents. This included the launch of the Pledge for Paternity Leave, encouraging all Dadvocates to show their support of new policies and the Paternity Leave Fund, a $1 million commitment to fund dads who are unable to take time off during this important life moment. With the support of thousands of dads and allies, Dove Men+Care, “business dad” Alexis Ohanian and others stormed Capitol Hill to meet with 30 Members of Congress across the aisle. Our work resulted in two inclusive-paid family bills, and fueled the finalization of a historic bill for paid leave for federal workers. Dove Men+Care will not stop until paid paternity leave is available to all dads.