Dove Men+Care #TakeTheTime|微电影|广告营销案例【ADGuider广告指南】

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。我们父亲热情洋溢的证词都以一个令人不安的统计数据为结尾: 只有 12% 的加拿大父亲休陪产假。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。请告诉我们您是如何为其播出的单个国家/地区/市场设计/调整您的活动的。 Dove Men + Care 对陪产假的承诺是一项全球倡议 (我们去年也帮助推出了这项倡议)。不同的市场必须解决促进陪产假的不同障碍。在一些市场上，父亲无法获得陪产假，因此该运动需要影响立法。在加拿大，父亲可以与伴侣分享长达 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。对许多父亲来说，障碍是社会耻辱。 3 月 17 日，新的立法生效，在加拿大提供了额外的 5 周 “要么使用，要么失去” 陪产假。同一天，我们发起了我们的鸽子男人 + 关怀运动，以消除耻辱，鼓励男人 # TakeTheTime。加拿大也是一个非常多元文化的国家。我们确保我们的演员反映了国家的多样性。

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. All of our father’s glowing testimony is capped off with a single troubling statistic: Only 12% on Canadian fathers take 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. Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. Dove Men+Care’s commitment to paternity leave is a global initiative (that we also helped launch last year). Different markets must address different barriers to promote paternity leave. In some markets, fathers have no access to paternity leave, so the campaign needs to influence legislation. In Canada, 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. For many fathers, the barrier is social stigma. On March 17th, new legislation took effect that provided an additional 5 weeks of "use-it-or-lose it" paternity leave in Canada. The same day, we launched our Dove Men+Care campaign to dispel the stigma and encourage men to #TakeTheTime. Canada is also a very multicultural country. We ensured that our cast reflected the nation's diversity.