The more men talk about paternity leave, the more likely they are to take it.
Made with Francesca Molteni (AD) and Andrew del Valle (CW)
Research found that skin to skin (S2S) contact between father and his newborn child is just as beneficial to the baby as S2S with their mothers. We want to highlight this bonding practice as the main visual theme for our integrated campaign.
What Kind of Man Are You?
Copy-driven video showing different stages of fatherhood all relating to “touch”. The video takes the viewer through the story of fatherhood, starting from his child’s highschool graduation, winding back to the child’s birth, where he holds his newborn “skin to skin”. This image is highlighted as the campaign’s main visual theme and reiterates the importance of paternity leave through that “first touch.”
This video will be shown across various platforms such as YouTube and Instagram and will launch the social media campaign with the same tagline.
Phase 2. #DadsWhoCare
With the prompt “What kind of man are you?” and #DadsWhoCare, fathers, and supporters are invited to share their own S2S pictures with babies and talk about their experiences with paternity leave.
By choosing Instagram, we hope to inspire further discussion on a platform usually used to share happy moments with friends and family. We want to disrupt it with moments of rawness and vulnerability from fathers who care and bring light to the very real need of paternity leave.
Instagram story stickers available for dads of little words and want to share their picture without needing to write a caption.
Taking Over the Cities
We want to take the conversation even further by bringing this campaign out in the real world. Selected stories from social media will be displayed as billboards to help spark the topic when people are not online. The tender moment between father and child is allowed to shine, while a small excerpt of their paternity leave experience provides context.