com 445 module 2
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Southern New Hampshire University *
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210
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Communications
Date
Feb 20, 2024
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docx
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Uploaded by JudgeIce3366
4-2 Milestone Two
Com-445
Southern New Hampshire University
Pam Dunbar
Dove Men+Care is the social campaign I have chosen to study. My campaign's main goals will be to raise awareness of fathers' rights to paternity leave, educate the public, and establish a safe haven for men. Dove is a well-known company that excels at selling personal hygiene products. I think their various campaigns have benefited a range of social groups. The "Dear Future Dads" campaign, on the other hand, is dominating the ratings. The primary theme of this Dove campaign is "Dove Supports Father's Day Paternity Leave for All Dads." The importance of fathers spending an equal amount of time with their newborn children is emphasized by this campaign (Social Media Campaigns, 2023). This campaign's target audience will be newly or soon-to-be fathers. Nonetheless, we wish to make everyone in society aware of this campaign.
The digital campaign will primarily make use of TikTok and Facebook. Compared to the brand's website, the target audience is more likely to interact with the social media page. Dove says that groups of dads and soon-to-be dads are the campaign's target demographic. Several fathers provide advice to aspiring fathers in the campaign video, explaining why they should invest the necessary time in raising their children in the same way as their spouses (Social Media
Campaigns, 2023) Every day, videos, images, updates, narratives, reviews, and customer follow-
ups will be posted on these platforms.
Frequently sharing campaign content on Facebook will aid in message dissemination. Many people are continuously watching videos on TikTok, where they also post on a regular basis. Social media has so many active users that marketers are starting to realize how beneficial it is to use these platforms to target their clientele. Influencer marketing combined with an emotional appeal will undoubtedly raise awareness of this campaign.
The success of this campaign depends on educating society and enabling fathers to support their newborns without facing financial hardship. Future of Work states that although fathers or other secondary caregivers are legally entitled to up to 12 weeks of unpaid leave under the Family and Medical Leave Act, most fathers in the US take no more than 10 days off for paternity leave (2020). Men are increasingly challenging insufficient paternity-leave policies and
demanding better work/life balance from employers, particularly millennials who are currently in
their prime child-rearing years (Allamano, 2020).
Despite the obvious advantages of paternity leave for men and their families, fathers face obstacles all over the world when trying to take advantage of this benefit.Eighty-five percent of fathers say they would stop at nothing to be highly involved in raising their newborn1. However,
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fewer than half of all nations worldwide—including some of the largest, like the US—have national paternity leave policies (Dove, 2024). The campaign has a powerful message, but I believe it's crucial that each of these fathers clarifies what they mean by it. The campaign and message will have greater impact the more fathers participate.
References
Allamano, C. (2020, November 27).
Paid paternity leave should be the norm in the US
. World Economic Forum. Retrieved February 1, 2024, from
https://www.weforum.org/agenda/2020/11/paid-paternity-leave-in-the-united-states/
Social Media Campaigns. (2023).
“Dear Future Dads” – Dove Supports Paternity Leave For All Dads This Father’s Day.
Digital Agency Netowrk.
https://digitalagencynetwork.com/dear-future-dads-dove-supports-paternity-
leave-for-all-dads-this-fathers-day/
Dove. (2024). HOW WE’RE CHAMPIONING PATERNITY LEAVE.
https://www.dove.com/us/en/men-care/campaigns/paternity-leave/championing-
paternity-leave.html