Since 2010, Dove Men+Care has been committed to expanding men’s opportunities to care by addressing outdated stereotypes around masculinity. In 2018, the brand began a transition from simply celebrating the caring role of men to driving action around an issue that inhibits men’s ability to care—paternity leave.

With the help of experts and nonprofit organizations, the brand aims to impact the lives of all men by building a community of Dadvocates—comprised of dads and allies—to convince the U.S. Congress to pass comprehensive paid family leave policy, offering dads the time they need to care from the very beginning.

Only one in five American men have access to any paid paternity leave, limiting fathers’ bonding time with their children, the ability to close the gender gap, and the opportunity for men to care for their families.

We interviewed hundreds of dads to understand social issues that mattered to them, finding that a lack of time to spend with their newborn children hindered (in their view) their ability to be the best father they wanted to be. As a champion for care, we sought to combat this issue and help bring care to the start of these relationships at a key moment in time.