Take care of yourselves, men. That’s the crux of the latest Dove Men+Care campaign which features a partnership with the popular meditation and mindfulness app Headspace.
Dove Men+Care, a long-time partner of City Dads Group, wants to give dads the support they need to better care for themselves and their families by offering three months of free access to a selection of meditation exercises through Headspace.
Research has shown that when dads are fully present in caring for their families, the effect is transformative: on him, his partner, family and everyone around him. That is why Dove Men+Care teamed with Headspace to help guys practice a better self-care routine. People who take advantage of the offer will be able to choose from exercises with titles such as “Radical Self-Care,” “Compassionate Parenting,” and “Letting Go of Work.”
Research says men neglect themselves
The initiative is based on recent research from Promundo — an international leader in advancing gender equality and preventing violence — in partnership with Dove Men+Care. The findings showed:
- 23% of men spend less than 30 minutes a day on activities that relax, de-stress and recharge themselves.
- 44% of men report “they could do a better job of taking care of themselves.”
- 83% of men agree that they do not worry about self-care since they don’t think it’s important.
Researchers and experts say men think of self-care practices as either feminine or unnecessarily self-indulgent. This prevents men from reaching an optimal level of healthiness, mental and physical, to help them meet the demands parenthood, work and life bring.
To help bridge the gap between men and self-care practices, Dove Men+Care chose to work with Headspace because dozens of published studies in leading mindfulness peer-reviewed journals found the app helps with mental health and well-being by reducing stress, improving focus, increasing compassion and decreasing aggression.
Several City Dads members have helped promote the partnership and its call for men to take more time for self-care through social media. These include:
How to get your free access to Headspace
To get the 90-day trial of Headspace, you must upload a digital or image of a print receipt for the purchase of any DM+C grooming product made between June 1 and August 31, 2021, to https://www.dove.com/us/en/men-care/headspace.html. Once the purchase is validated, you will receive a code via email to unlock the offer.
After the free trial ends, the subscription renews automatically at $69.99 for a year.
About our partnership with Dove Men+Care
Dove Men+Care has long been committed to shattering stereotypes about being a man and a father. Some past campaigns, City Dads has worked with them on include advocating for universal paternity leave and recognizing father figures. Last year, in the wake of the death of George Floyd at the hands of police, the company established the Fathers Taken Fund to invest $1 million to support these families in need.
Meditation photo: © Konstantin Yuganov / Adobe Stock.
Maria Jenkins says
I think this is one of the greatest preventative measures(tools)created to protect an preserve our men.“The Mind,Is precious.” “Kudos”to the Champions (Team,Panel)who created this transforming change for our men(Kings).MariaJ.