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Dove Men+Care challenged to get men, families, and employers to join in championing paternity leave for dads. The idea was, “Care is the best of a man.” The definition of masculinity has matured, showing care for yourself and others being the hallmark of a more modern man. Designing advertisement campaigns that are fresh, minimal, and have a soft touch evokes paternity leave. The design shows a headline, brief, and to the point sparking interest in getting involved. Incorporating photography with dad and his kid evokes emotion that men can also care about — this campaign is to engage the target audience of younger dads.