2. Insight
Men have dreams and ideas they want to make happen, however there is always lack
of time to execute them.
The idea is to move away from the traditional understanding of maternity leave and
show it as a chance to implement things they dream about and take care about their
children at the same time.
Men don't know that they can benefit even by a short maternity leave without without
being prejudiced by his family.
3. Idea
We decided to demonstrate the advantages a father can get during a short maternity
leave. The idea is based on the fact that using some free time during the day a man
can improve his actual skills or acquire a new one.
We'd like to show that apart from babysitting he will be able to study online, practise
and read more professional books and articles. These will provide some benefits
(including financial) in the long term.
Quick example:
Let's say a young father works as HTML developer in a local company. He wants to increase his salary. In
order to make this happen, he has to learn JavaScript first. He doesn't have time needed to do this at
home as he has a new born baby. Lifehack is to take paternity leave for 2-3 months and learn JavaScript
at home together with his baby.
4. Solution
We will go into partnership with the most famous online book store in Belarus (oz.by)
and some education platforms that offer short online courses, popular among Belarussians
(edx.org, coursera.org).
A "Father Mode" button will be integrated into these websites.
5. Solution
Once a father presses the button, limited amount of materials (books, courses, etc.) get
visible and the following message appears: “In Father Mode you can see only limited
courses. Whatever, you don’t have enough time to study more! We could share the lifehack
how to spend more time on study staying in the Father Mode.” The information behind
“Learn more” button will demonstrate how a man could benefit by paternity leave.
6. Solution
Then, we will offer a man to share lifehack how to spend more time on study staying in the
Father Mode with his friends using special hashtag #proundtobeafather.
7. How it would work?
Seeing paternity leave as a lifehack that brings real value to a man, he will be happy to
share this godsend with friends.
The campaign will create a community of fathers who could talk to each other and spread
this knowledge and lifehack across social platform in Belarus.
