Take The Time

  • Bethany-Joy Blatch

Recognized by Cannes Lions, One Show, Clios, Canadian Marketing Awards, Crafting Brands for Life, IABC Gold Quills, and Media innovation Awards. Canadians fathers can share up 18 months of parental leave with their partner. Yet only 12% of fathers in English Canada use any of their benefit at all. Some people cannot afford to take leave. But for many others, the barrier is social stigma. On March 17th, new legislation took effect that provided an additional 5 weeks of use-it-or-lose it paternity leave in Canada. The same day, we launched our Dove Men+Care campaign to dispel the stigma and encourage men to #TakeTheTime. The integrated campaign contains OOH, social, online video, interactive voting kiosks, influencers and more. The data collected during the launch phase of the campaign then formed the foundation of the campaign's second wave, which launched on Father's Day.