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Dove Men+Care<\/strong>, in collaboration with the Portuguese Rugby Federation<\/strong>, presents \u201cOs Lobos S\u00e3o Homens Reais\u201d<\/strong><\/em> (\u201cThe Wolves Are Real Men\u201d)<\/strong>, 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.<\/strong><\/p>\n 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.<\/strong><\/p>\n \u201cOs Lobos\u201d Are Real Men<\/strong><\/p>\n With testimonials from rugby stars Tom\u00e1s Appleton, Martim Bello, and Manuel Cardoso Pinto <\/strong>(known as \u201dOs Lobos\u201d), the campaign emphasizes how self-care empowers men to excel on and off the field while fostering empathy and care for others.<\/p>\n 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\u00a0 breaks, and digital platforms. By taking its message offline, Dove Men+Care reinforces that self-care transcends boundaries.<\/p>\n Dove Men+Care\u2019s partnership with the Portuguese Rugby Federation promotes a modern, inclusive perspective about masculinity, encouraging men to care for themselves and others with confidence.<\/p>\n This initiative reflects the creativity and dedication of our team in Portugal, demonstrating LLYC’s commitment to delivering campaigns that inspire and connect.<\/strong><\/p>\n Watch the campaign video here: Dove Men+Care | Os Lobos S\u00e3o Homens Reais<\/strong><\/p>\n <\/p>\n\n