Young Ones 2019: Bronze pencil.
Brief: Change the social attitude agains paternity leave in the U.S.
Dove's insight for this brief is that the more men talk about paternity leave, the more likely they are to take it. We believe there's one important complication. The fact that it's called "paternity leave". Our idea is that the way we use words has a fundamental influence on our thoughts. So for men to be able to talk about paternity leave to a greater extent it has to be associated with something else. Something conveying confidence. Our solution is as simple as giving paternity leave a new name.