2013 Winners & Shortlists

The Campaign

Excluding normal cultural sensitivities, there are no special restrictions imposed by TV stations, broadcasting companies etc.

Results

Men in this region are always portrayed as hard, manly men. Believing that “Real Men Care and they show it”, Dove invited men to create a message of love and care and surprise their loved ones on a public stage. It was screened prior to the blockbuster they had come to the cinema to watch. The wives were all shocked and genuinely touched. Their families, hundreds of cinemagoers, and more than 2 million people on YouTube were so pleasantly surprised, they spread the message of love and care for us. It went viral and to date, it has touched 4.7 million people and reassured men that it’s ok to show their caring side in public.

We seeded the Activation film on YouTube, and the Dove men Facebook page, from there it simply captured the hearts of men and women from around the region and world.

The YouTube film has reached 2,089,384 views with 415 likes and only 49 dislikes. YouTube video statistics show the Top Demographic being Male 35-44yrs. To date the film has reached 4.7million social media impressions. More importantly we reassured men that it's ok to show their caring side in Public.