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Dove begins paternity leave campaign

Unilever Canada has begun a campaign for its Dove Men+Care brand tied to recent changes to Canada’s parental leave policy giving non-birthing parents, such as fathers, an additional five weeks of leave to spend with a newborn infant. According to the company, the campaign is intended to counter social stigmas that discourage men from taking paternity leave. It makes use of display ads and digital kiosks at Toronto locations including Union Station, the Yonge & Eglinton Centre, Fairview Mall and the Scotiabank Arena. The executions display statements about paternity leave “inspired by online commentary,” such as “Paternity leave is for wimps” and “Fathers use paternity leave as a vacation.” The ads encourage consumers to vote online on whether they agree or disagree with these statements at <> or via social media.

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