1. PR decision
How to encourage men to spend more
time on bringing and taking care of
children in a family
2. Earlier the problem of equal care for children from a mother and a father
was not covered in the media or given much public attention to in Belarus
That is why our primary goal is
To encourage men to spend more time on
bringing and taking care of children
This is the first step towards men's willing decision to go on paternity leave
in the future
3. Historically and culturally, mothers have taken responsibility for upbringing of their
children and spent more time with them
And therefore the first word they say is "MUMMY"
As to have "DADDY" as the first word, fathers need to give more attention to their
children and to TAKE CARE of them
Care for a child = First word
4. A fight for the child’s first word has just started in
Minsk!
Are dads out of ?
Let's see!
5. We are installing a larger-than-life pair of scales in the center of Minsk to
demonstrate the balance of childcare by men and women, namely, how
many kids say «Mommy» vs. «Daddy» as their first word ever
We will interactively motivate men to keep the scales balanced by
participating in their children’s upbringing!
6. Initially, advantage was on the side of the word "MAMMY" because no
doubt at the moment mothers give more attention to children than fathers
do
7. Execution:
To take part in the competition every father POSTS a video where his child says the
word "DADDY" on Fb.com or instagram
Video must be accompanied by hashteg
# daddycare
each video affects the balance of the interactive scales bowls, which can be seen
both online and live in the city center
The screen, which is set on the scales installation, broadcasts video placed in SM
non-stop
8. Event
Official opening of the installation is held under the auspices of UNFPA
Mass media
The event is accompanied by media reports and live coverage of the ongoing
activity. Also, there will be the mass media coverage of further course of the entire
event including the scales balance
By means of the mass media we are explaining the main purpose and a message of
this event
Installation
Broadcasting of videos of participants and of the scales balance will bring interest to
this event. Videos broadcasting in the city center will encourage fathers to
participate in this interactive event.
SM
Interactive event is held in SM and creates a challenge to other fathers to
participate in it. People can see the ongoing increasing number of reports under the
hashtag # daddycare
Channels interaction
10. Background
Historically and culturally it has happened that mothers take responsibility for upbringing of
children and spend more time on them. And therefore the first word they say is “MAMMY"
Purpose / Goal
To encourage men to spend more time on bringing and taking care of their children
Strategy
To hear «Dad» as the first word their kids say, father need to give more attention to their children
and to take care of them
The idea / news
A fight for the child’s first word has just started in Minsk!
Are dads out of? Let's see!
Execution
In the center of Minsk we are installing a larger-than-life balance to demonstrate unequal care for
children by men and women. In an interactive way we encourage men to take part in their children
future formation and in the scales equalizing!
