David Pocock partners with Dove to tackle out-dated perceptions of masculinity

Dove is attempting to shift perceptions of masculinity in its latest campaign, which has seen Dove Men+Care collaborate with rugby union player David Pocock.

The Strength to Care campaign, created by Octagon, aims to start conversations with Australian men about where real strength comes from and is brought to life through a video series that sees Pocock’s journey to finding his voice and the value he places on speaking up for issues and causes he believes in.

The first video of the series sees Pocock explain why he stopped a match between the Brumbies and Waratahs in 2015 to call out an opposition play for a homophobic slur.

Pocock said: “The thing I hope people will take away from watching these films is that strength is an inner quality. It’s something that we cultivate within ourselves and it allows us to be more fully ourselves and to express all the different parts of ourselves to the people around us.

“It doesn’t lock us into certain gender roles. We can be ourselves, we can love more wholeheartedly and really offer more to our friends, to our family and just to society.”

“I think the positive impact this Dove Men+Care Strength to Care project can have is to get people to think about what it is to be a man. To challenge their ideas of masculinity and to hopefully have a conversation with the people they care about,” Pocock said.

The Journey to Strength video series will be released in line with the 2016 Cook Cup Rugby Test Series against England from June 11.


  • Lead agency / creative: Octagon
  • Production company: Milkmoney
  • Media: PHD
  • Digital: TBWA
  • PR: Liquid Ideas

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