Dove Men+Care, with Spark PR & Activate, have launched a ‘Real Strength’ initiative to celebrate the caring side of modern men, partnering with RadioLIVE’s Duncan Garner.
They want to reward Kiwi men showing #RealStrength with specially tailored rewards. “We are looking for the dad who makes it home to read the bedtime story, small or big it’s the guy who always puts others before himself,” an unnamed RadioLIVE spokesperson said (in a release).
“This initiative is part of a wider purpose to celebrate men caring for themselves and others, as well as challenging the traditional stereotypes of masculinity and conformity to an ideal which is narrow and one-dimensional.”
Research conducted with men around the world, under the guidance of celebrated masculinity author and researcher Dr Michael Kimmel, found that 86% of men agree the concept of masculinity has changed since their father’s generation, and nine out of 10 believe showing care is a sign of strength. Despite this, only 7% of men said they can relate to how masculinity is depicted in the media.
“In the same way that Dove Women has started a global conversation around real beauty, we want to fuel conversation about a man’s true strength,” said Unilever marketing director Jon McCarthy.
“The Dove Men+Care Real Strength initiative strengthens the brands purpose to celebrate the caring character of today’s man, recognising how care for himself and others makes him stronger.”
Duncan Garner is collecting stories over an eight-week period (now in its 4th week) and entries are stacking up, the RadioLIVE release said. “New Zealanders are really standing up and celebrating the real guy in their lives who exhibit these behaviours … which is more common than not.”
These are some of the men who have been rewarded to date (nominations came from their children, partners and friends):
- Morris King, who will be going to the All Blacks v Wallabies Bledisloe Cup game in Auckland. He takes care of his grandkids although he is still working in the bush.
- Dave Robbins, who won $2000 in Mitre 10 gift cards so he could finish building his son’s dream playhouse. He is a stay-at-home dad.
- Lonny Norton, who is looking forward to a very special Warriors day with money that can’t buy experiences. He works two jobs to supports his wife’s studies. They have four daughters.
The campaign is still open for entries to reward more men with #realstrength during the next couple of weeks. Nominate your guy at www.radiolive.co.nz/Win/Dove.aspx.
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