2. Every man feels like as an exemplary daddy and brings
up his child fantastic.
But actually, according to the statistics, father spends
with his babe nearly 35 minutes a day, that is less than
month in a year.
It leads to the fact, that he is a 1/12 part of a true dad
Observation
3. Motivate men to pay more attention to take care
of children and take part in bringing up with his
wife equally, especially while paternity leave.
Campaign GOAL
4. To make men jealous of a false daddy by hurting
there's manhood
Strategy
5. A biologic father is not a
true one, but though who
raises his own babe.
Insight
7. The service of renting exemplary daddies is
created on the base of UNFPA agency .
The staff is formed with celebrities, thinking it’s
not shameful to sit with their children and even
have enough time to spend it with your babes.
These men can be rent for the every kid who is
lack of care.
Idea
8. Creating TV-show
“TrueDad4Hour”, where it is
offered to choose the most
perfect daddy by voting
(celebrity vs real dad).
SNS – involved celebrities-
daddies in trolling biological
fathers. Post reports showing
spent time with the babe and
challenge real father to spend
the time better.(Add hashtag
#TrueDad4Hour for easy
sharing).
Execution
9. Production project viral video to
accelerate the amplification. This
will be the key to spread social.
The video with big impact to be
shared online.
Setting plastic figures of the
celebrities-daddies in most
attended places (hospitals, baby
shops, playing rooms) with the
message: “I do it better!
#TrueDad4Hour”
Media – posting press releases in
most relevant and popular media
channels: tut.by, velvet.by and
etc.
Execution
10. 1. The Situation
Daddies pay too little attention to their babes and actually don’t
understand that.
2. The Goal
Motivate men to pay more attention to take care of children and
take part in bringing up equally with his wife, especially while
paternity leave.
3. Strategy
To make men jealous of a false daddy by hurting there's manhood
4. The Creative Idea
The service “TrueDad4Hour” of renting exemplary daddies,
where these men can be rent for the every kid who is lack of
care.
5. Execution
Creating TV-show, setting ambient production, promoting viral
video in order to illuminate the problem and using SNS to have a
greater impact.
Summary
