'Only 23% of male rugby fans would say "I Love you" to their wife in public.'
'11% of male Rugby fans tell their Dad they love him.'
'Just 5% of male rugby fans tell a mate when they are feeling sad.'
Australian society has been telling men it’s all about looking strong rather than being strong. And as a Men's Grooming range interested in both, Dove Men+Care was in an ideal position to start a conversation to challenge traditional stereotypes of masculinity.
Strength to Care would focus on one of the most traditionally masculine audiences - Rugby Fans - if we could convince this group to rethink their position on the topic, we could convince anybody.
A credible and relevant ambassador from within this world would be key to our success.
We explored the world of rugby and uncovered a player who:
Was an active campaigner against climate change, recently being arrested for a protest outside a mine. Refused to marry his partner until his gay friends were able to do the same in Australia. Is known as an incredibly compassionate, strong and socially conscience person.
A man who lived his life with 'Strength to Care'.