The key challenge was to shift perceptions of masculinity in today’s society and break through the stigma surrounding men’s mental health. Many men struggle with traditional expectations of masculinity, which leaves little room for vulnerability, care, and self-expression.

Dove Men+Care needed a way to challenge these stereotypes while fostering authentic connections with their audience and encouraging a holistic approach to self-care. Through our strategic and creative solutions, we were able to creatively execute the awareness for this campaign and encouraged the audience to sign-up and be part of the Care Conversations.

The solution

We crafted a three-episode production with Joziwood and developed a digital strategy centered around the Care Conversations series, hosted on YouTube and Spotify. To further amplify the campaign, we used social media platforms to extend the series' reach and awareness, encouraging you to sign up and to have your say in Dove Men+Care’s Care Conversations. Our tailored messaging challenged societal norms while encouraging men to embrace care as a core part of their identity.

Additional elements could include TV promotions, influencers or hosts, and a dedicated campaign page

The results

OLIVER was able to deliver impactful results. In totality:

• the campaign generated 5M impressions across digital and social media,
• received over 6M views,
• while engagement within a span of 3 months was over 6M,
• and the Care Conversations TV inserts reached 5M viewers, which makes up 32% of the Men 15+ audience.