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    Dove Men+Care #TakeTheTime微电影广告营销案例

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    Dove Men + Care # TakeTheTime

    案例简介:写一个关于电影中发生的事情的简短总结 我们的电影记录了五个来自不同背景的父亲为期五周的陪产假。我们跟随我们的父亲经历从微笑到吐痰的一切,因为他们不仅解释了他们为什么离开,还解释了为什么他们不会用它来换取世界。在观众走上展示陪产假巨大价值的情感之旅后,视频发生了转变,揭示了一个令人不安的统计数据: 去年,加拿大只有 12% 的新父亲休过陪产假。我们以加拿大最近颁布的为期五周的亲子鉴定立法和呼吁 # TakeTheTime 结束。 陪审团的文化/背景信息 加拿大人的父亲可以和他们的伴侣分享长达 18 个月的育儿假。然而,在英国加拿大,只有 12% 的父亲使用他们的任何福利。 为了鼓励更多的父亲花时间,3 月 17 日,加拿大政府颁布了新的立法,在加拿大规定了额外的 5 周 “要么使用,要么失去” 陪产假。 这项立法取得了良好进展,但没有解决加拿大新父亲面临的主要障碍之一: 社会耻辱。虽然加拿大是一个进步的国家,但父亲的角色仍然在很大程度上被视为提供者,而母亲被视为主要的照顾者。休假的父亲仍然被认为是没有男子气概的、软弱的,并且接管了一个女人的角色。

    Dove Men + Care # TakeTheTime

    案例简介:Write a short summary of what happens in the film Our film documents five fathers from vastly different backgrounds for five weeks of their paternity leave. We follow our fathers through everything from smiles to spit-up as they explain not only why they took their leave, but also why they wouldn’t trade it for the world. After the audience is taken on an emotional journey that shows the immense value of paternity leave, the video takes a turn and reveals a troubling statistic: last year, only 12% of new fathers in Canada took any paternity leave. We end on Canada’s recently-enacted five-week, use-it-or-lose-it paternity legislation and a call to #TakeTheTime. Cultural/Context information for the jury Canadians fathers can share up 18 months of parental leave with their partner. Yet only 12% of fathers in English Canada use any of their benefit at all. To encourage more fathers to take the time, on March 17th, the Government of Canada enacted new legislation that provides an additional 5 weeks of “use-it-or-lose it” paternity leave in Canada. The legislation is good progress, but it does not tackle one of the main barriers facing new fathers in Canada: social stigma. While Canada is a progressive country, the role of a father is still seen largely as provider, while mothers are seen as the primary caregivers. Fathers who take leave are still viewed as unmanly, weak, and taking over a woman’s role.

    Dove Men+Care #TakeTheTime

    案例简介:写一个关于电影中发生的事情的简短总结 我们的电影记录了五个来自不同背景的父亲为期五周的陪产假。我们跟随我们的父亲经历从微笑到吐痰的一切,因为他们不仅解释了他们为什么离开,还解释了为什么他们不会用它来换取世界。在观众走上展示陪产假巨大价值的情感之旅后,视频发生了转变,揭示了一个令人不安的统计数据: 去年,加拿大只有 12% 的新父亲休过陪产假。我们以加拿大最近颁布的为期五周的亲子鉴定立法和呼吁 # TakeTheTime 结束。 陪审团的文化/背景信息 加拿大人的父亲可以和他们的伴侣分享长达 18 个月的育儿假。然而,在英国加拿大,只有 12% 的父亲使用他们的任何福利。 为了鼓励更多的父亲花时间,3 月 17 日,加拿大政府颁布了新的立法,在加拿大规定了额外的 5 周 “要么使用,要么失去” 陪产假。 这项立法取得了良好进展,但没有解决加拿大新父亲面临的主要障碍之一: 社会耻辱。虽然加拿大是一个进步的国家,但父亲的角色仍然在很大程度上被视为提供者,而母亲被视为主要的照顾者。休假的父亲仍然被认为是没有男子气概的、软弱的,并且接管了一个女人的角色。

    Dove Men+Care #TakeTheTime

    案例简介:Write a short summary of what happens in the film Our film documents five fathers from vastly different backgrounds for five weeks of their paternity leave. We follow our fathers through everything from smiles to spit-up as they explain not only why they took their leave, but also why they wouldn’t trade it for the world. After the audience is taken on an emotional journey that shows the immense value of paternity leave, the video takes a turn and reveals a troubling statistic: last year, only 12% of new fathers in Canada took any paternity leave. We end on Canada’s recently-enacted five-week, use-it-or-lose-it paternity legislation and a call to #TakeTheTime. Cultural/Context information for the jury Canadians fathers can share up 18 months of parental leave with their partner. Yet only 12% of fathers in English Canada use any of their benefit at all. To encourage more fathers to take the time, on March 17th, the Government of Canada enacted new legislation that provides an additional 5 weeks of “use-it-or-lose it” paternity leave in Canada. The legislation is good progress, but it does not tackle one of the main barriers facing new fathers in Canada: social stigma. While Canada is a progressive country, the role of a father is still seen largely as provider, while mothers are seen as the primary caregivers. Fathers who take leave are still viewed as unmanly, weak, and taking over a woman’s role.

    Dove Men + Care # TakeTheTime

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    Dove Men+Care #TakeTheTime

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