2013 Winners & Shortlists

Brief Explanation

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.