Dove Men+Care aim to drive DM+C’s care proposition through engaging storytelling. They aim to drive awareness and help promote DM+C’s core brand message of ‘Being there for others, starts with being there for yourself’ to try and help men become more open and encourage they practice self-care themselves. Another key objective of DM+C is to activate all four of their home nation rugby union partnerships in a way that doesn’t alienate any specific sets of fans, but instead brings them together around a core message everyone can understand.
As an agency we came up with the initial content concept through multiple briefing sessions that took place with the brand. The concept was to surprise four of the biggest rivals in world rugby by bringing them together onto neutral ground to discuss how they overcame obstacles, coped with low moments and how they overcame these moments to learn that being there for others starts with being there for yourself.
We then identified, approached and contracted the right production house and talent to really bring the content to life in the best way possible. Alongside this we coordinated with each of the four union partners (RFU, SRU, WRU & IRFU) to ensure a collaborative and synced launch of the content in order to have the biggest impact possible in what was a very busy time for rugby. 

The results




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