Dove Men+Care Launches Campaign Promoting Male Self-Care in Partnership with the Portuguese Rugby Federation

Dove Men+Care, in collaboration with the Portuguese Rugby Federation, presents “Os Lobos São Homens Reais” (“The Wolves Are Real Men”), an initiative that redefines male self-care in Portugal. The campaign emphasizes the importance of physical and emotional well-being while challenging traditional stereotypes of masculinity.

According to Dove Men+Care research, only 10% of Portuguese men openly talk about their emotional well-being. This campaign addresses this gap by encouraging men to prioritize self-care as a foundation for confidence and strength.

“Os Lobos” Are Real Men

• Real men because off the rugby field, many balance rugby with work, studies, and family.
• Real men because they let their emotions show.
• Real men because they take care of themselves – physically and emotionally.

With testimonials from rugby stars Tomás Appleton, Martim Bello, and Manuel Cardoso Pinto (known as ”Os Lobos”), the campaign emphasizes how self-care empowers men to excel on and off the field while fostering empathy and care for others.

This campaign is not limited to screens. It has a strong presence in Lisbon and Porto, featured in Out-Of-Home (OOH) advertisements, cinema ads during  breaks, and digital platforms. By taking its message offline, Dove Men+Care reinforces that self-care transcends boundaries.

Dove Men+Care’s partnership with the Portuguese Rugby Federation promotes a modern, inclusive perspective about masculinity, encouraging men to care for themselves and others with confidence.

This initiative reflects the creativity and dedication of our team in Portugal, demonstrating LLYC’s commitment to delivering campaigns that inspire and connect.

Watch the campaign video here: Dove Men+Care | Os Lobos São Homens Reais