GENDER, SOCIETY & CULTURE
We realised that the last opportunity to change behaviour was when men become dads. It’s a moment when they are prepared to make radical changes… for their baby. We identified a critical insight: Newborn babies’ only means of communication is via touch. Research by Harvard University and The Boston Children’s Hospital has proven that “Love Hormones” released right after birth and “skin to skin”/ Touch communication help babies’ development as they learn to trust their parents.It was a powerful message but not one that gelled with traditional Gillette communication. To change behaviour we would also have to change the way Gillette talked. We needed to demonstrate that the brand understood there were multiple ways to be a man.We would use “fatherhood” as a means to portray a richer, more updated and relevant depiction of men. We would celebrate the emotional, caring side of manhood.
Agency – MEDIACOM CONNECTIONS, ACW GREY TEL AVIV