Disclosure: City Dads Group is proud to partner with Baby Dove.
If you’ve ever been shamed by a partner, friend, relative or complete stranger for parenting “the wrong way,” Dove beauty and grooming products has your back in its new ad campaign.
To help launch its new Baby Dove line of cleaning and moisturizing products for wee ones, the company takes the stand that every mom and dad parents in his/her own way and none is necessarily right or the best. The concept aims to build the confidence of all new parents by showing a broader picture of modern parenting in response to Dove research that moms and dads often feel anxiety “due to limiting stereotypes about their roles.”
“A new Baby Dove study shows that moms feel pressure to fit into a ‘perfect mom’ ideal who puts her family before anything else, sacrificing her other interests, and conversely, Dove Men+Care research has shown that dads aren’t often recognized for their role as an essential caregiver,” a company spokesperson said in a news release.
Earlier this year, Baby Dove launched a #RealMoms branch of this campaign and last week it initiated the #RealDads movement, complete with a video (above), website and social media effort.
To emphasize the importance of dads as caregivers and the trust their mates and kids have in them, City Dads Group members and others are posting photos of themselves and their dads on Instagram and Twitter that highlight this hopeful message.
Parenting #realdads Pro Tip: Fussy baby and chores to do? Wear your baby and have them help! #dovepartner pic.twitter.com/r4k3giDruT
— Brandon (@therookiedad) April 26, 2017
Parent Pro Tip: Bring your baby everywhere! Get them used to being with lots of people. Watch #RealDads https://t.co/iTsgEtx0YN #DovePartner pic.twitter.com/QfZtzmdfrj
— Robbie Samuels (@RobbieSamuels) April 25, 2017
Baby Dove is the first new product category the parent brand has unleashed since 2010’s Dove Men+Care line. Dove Men+Care has been a strong supporter of City Dads Group and other similar dad organizations, such as the Dad 2.0 Summit.
Kudos to Dove and CityDads!!! My husband has been a stay-at-home dad and primary caregiver to our four kids for 20 years. It was a lonely job in those early days and still can be. Thanks for elevating the conversation that people can family a number of ways!!!!