Dove Men+Care has launched #CelebrateBlackDads, a social media initiative to fight negative stereotypes and portray black fatherhood accurately.
Part of the Unilever-owned brand’s ongoing Commit to C.A.R.E. (Care About Racial Equity) Now drive, launched in 2020, #CelebrateBlackDads was unveiled to coincide with Fathers’ Day (19 June).
The campaign was inspired by a new research study commissioned by Dove Men+Care, which found less than half of black fathers believed that media (social and mainstream) and popular culture portray black fatherhood accurately.
Dove Men+Care partnered with Grammy Award nominated country musician Jimmie Allen, influencer Beleaf in Fatherhood (real name Glen Henry) and black fatherhood network The Dad Gang to highlight the content of various dads and content creators celebrating their love and care for their families.
“All caring fathers deserve to be seen, respected and celebrated,” said Carlos Gil, Global Brand Vice President of Dove Men+Care about the initiative.
“We know how important a dad's care is, and the transformational effect that care has on everyone around them.
“But too often, the care that black fathers have for their kids and family is not seen or celebrated.”
Gil added: “It felt incredibly important to help break down the barriers that limit who is seeing the true stories of these fathers.
“As part of our ongoing mission to Commit to C.A.R.E. Now, we are dedicated to changing the way the world sees black fatherhood.”