Beyondblue goes to bat for dads in fatherhood web series

Beyondblue has partnered with J. Walter Thompson, Melbourne to launch web series campaign ‘Dadvice’, which aims to address the challenges of being a new dad.

The web series, developed in partnership with Princess Pictures and featuring comedians Ben Lomas, Dave O’Neil, Sammy J, and Lawrence Mooney, follows twelve fathers as they discuss the stress new dads face through video diaries, round table discussion and live comedy.

Running over four episodes, the web series incorporates detailed information about mental health and where dads can seek further help.

“Dadvice shows the reality of fatherhood for many men – it’s not always a glossy picture,” said Hugh Miller, integrated marketing manager at Beyondblue. “There are pressures that need to be dealt with, and Dadvice aims to provide this guidance to men trying to find their feet as a dad.

“It encourages new dads to speak about how they are feeling, rather than bottle their stress up.”

The online campaign will run on paid and unpaid channels including digital, social as well as in Herald Sun and on the ABC. The campaign launched on Father’s Day and will run through mid-October.


J. Walter Thompson:

  • Executive Creative Director: Kieran Antill
  • Creative Directors: Jess Lilley & Jim Walsh
  • Head of Digital: Mat Norton
  • Senior Account Manager: Tahnee Woodham
  • Senior Planner: Brigitte Bayard
  • Head of Integrated Design: Ander Hernando
  • Agency Producer: Sandi Gracin
  • Agency Editor (Marketing): Dave Wade
  • Digital Producer: Ruth Parsons
  • Stills Photographer: Benny Capp

Production Partner: Princess Pictures

  • Series Producer: Dave Dellar
  • Series Director: Nick Musgrove
  • Series Line Producer: Antje Kulpe
  • Series DOP: Joanne Donahoe
  • Series Editor: Ian Carmichael
  • Series Editorial Assistant: Alta Truden
  • Associate Producer: Hammy Goodman

Media agency: Mediacom


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