Briefing

Dove Men+Care believes in self-care. It’s obvious to them that it brings out the best in a man. Our goal was to help men aged 30 to 40 understand what Dove Men+Care stands for and to boost their confidence in expressing care. We position this as a valuable masculine trait that deepens friendships.

Strategy

Research shows that close friendships among men are rare. Raised to be strong and independent, many men avoid their need for meaningful connection. As a result, they often lack the tools to nurture and sustain deep relationships. Yet, strong male friendships are essential not just emotionally, but for overall physical and mental health. Dove Men+Care breaks the taboo around this often-overlooked topic by asking a fundamental question: “What makes a good friend?”

Approach

We created the podcast Vrienden onder elkaar. In each episode, Ewout Genemans delves into what modern male friendships truly require, unpacking the emotional layers and cultural barriers that often stand in the way. We speak with four pairs of friends, each with their own unique story and background. Together, we explore the challenges that contemporary male friendships face. Ewout navigates the highs and lows of these bonds whether it’s making the youth team at Ajax, dealing with jealousy, pulling all-nighters or resolving conflicts. How do you maintain a friendship while running a business together, raising children, or when one of you moves abroad?