Movember moves to support fathers with a step up from ‘Dial A Dad’ hotline
Movember is supporting fathers with a new online tool which offers strategies and tips for parenting young children.
The platform, Family Man, was developed by behavioural experts and is designed to engage dads in parenting, ultimately improving their mental health and confidence.
Family Man is an interactive platform that helps fathers gain confidence in parenting
The platform is going live in Australia and New Zealand, as well as Movember’s international markets of Canada, Ireland, the UK and the US.
Hugh Miller, marketing director of programs at Movember, said: “Our mission at Movember is for men to live happier, healthier and longer lives. By investing in Family Man, Movember is not only investing in the dads of today but investing in better outcomes for the next generation of men.”
To launch Family Man, a campaign from Cummins & Partners is taking a humorous look back at what a support line for fathers would look like in the 1990s.
Set in a dingy office, two dads just hold it together while receiving endless panicked calls and offering questionable parenting advice.
Associate creative director, Adam Slater, said of the digital campaign: “In the past, parenting strategies have been made up of hearsay, old dad’s tales or blokes simply making it up as they go along.
“So to position Family Man as an innovative solution built for modern parents, we decided to imagine what a cutting-edge parenting tool would have looked like when our parents were raising us.”
