1. velcom is a mobile operator in Belarus that aims to promote gender equality and support families. 2. They developed a "Superdaddy" package to encourage more fathers to take paternity leave, as currently only 0.5% do, facing economic and social barriers. 3. The package includes an app, baby monitor, and camera to help dads manage schedules, monitor babies remotely, and dismantle stereotypes that childcare is solely a mother's role.

1. Superdaddy
Team #2
Company Overview
velcom is one of the most experienced mobile operator in the Republic of Belarus that has gained the trust of
its customers. As a socially responsible communications provider we make an important contribution to the
knowledge society. velcom’s Code of Conduct is based on the principles of gender equality. So we support
the right of every woman, man and child to a healthy life and equal opportunity.
Project background
Belarusian legislation allows both women and men to take paternity leave to take care of baby up to the age
of three while keeping their job. But only 0,5% of fathers takes it. The main reasons are:
economic factors (in Belarus, as a general rule, women earn less);
wide spread gender stereotypes (according to which “the man is a breadwinner”);
public disapproval (often a man taking parental leave is seen as “economically impaired”).
Only 19% of married men and 15% of married women believe that the housework is not only the
responsibility of the wife. But at the same time among students 70% of young men and 88% of young
women are like-minded. So we want to appeal to young people, the future and the current fathers
(hereinafter, daddy), not to afraid of public disapproval and gender stereotypes but just to be involved in the
family. Because it's cool to be a daddy.
Project
Anyone can learn to take care of children. However, many men are deprived of the opportunity to acquire
this skill because of the social and gender norms, according to which childcare is responsibility of women.
velcom offers a package Superdaddy which consists of:
mobile application (Android, iOS, Windows phone);
IP camera;
baby-monitor.
Daddy can use the application separately or purchase the entire package.
1. installation of the application
Mobile application provides along with schedule for child (with the time of feeding, sleeping and
play-time) the schedule for daddy (task manager). It includes necessary information and FAQ about
childcare and also special offers for men from velcom business partners (discounts, promotions).
The application allows the daddy to manage his time more effectively. Thus, we would like to
dismantle the stereotype of a man on paternity leave being a “wimp” or “economically impaired”.
Because our daddy can try freelance, receive distance education, meet with friends, improve health
and etc.
2. fixing the baby-monitor on the child and camera installation
Baby-monitor is attached to the leg of the child and control vital signs (temperature, pulse), registers
the noise level and determines the moment of awakening. The camera allows to watch over the
baby. All information is transmitted to the mobile application and daddy always knows all the
essential information about the child. According to data received from the sensors mobile application
builds a mathematical model of the child's behavior and predicts recurrent events such as feeding,
diapering and sleeping. This helps daddy to manage his time even better.
Daddy is always afraid that he can’t be as good as mother. He is constantly worried about the baby
and constantly checks (s)he instead of quietly work or entertain. We would like to dismantle this
stereotype.

2. Profits
United Nations Population Fund (UNFPA) profits: motivation men to pay more attention to children,
incitation men to take paternity leave, stereotypes breakdown.
velcom profits: new target product in portfolio, traffic consumption stimulation (machine-to-machine, data,
voice), smartphones & gadgets sales, clients and business partners loyalty increase, socially-oriented
company image branding.
Customer profits: psychological and physical health for daddy and child, better mood and better
development.
Key Message
It’s cool to be a Superdaddy.
Guidelines
We would like to create an image of high-tech daddy. Our daddy copes with everything: childcare, work or
education, relationships with friends and family, healthcare. Exactly parental leave provides our daddy the
opportunity to be a Superdaddy.
Tone of voice
Positive, inspiring, confident.
Target Audience
Men with children, men planning to have children, 25-40 years old, smart, modern and purposeful.
Women with children, women planning to have children, 25-40 years old, wishful to work or study outside
home.
Insight
I want the first word of my child was “daddy”.
Agency task
Promotion strategy (including PR) for launch new product, key visual, logo.
Media channels
Own & earned Internet media (banners, context, etc.)
Press
Indoor (shopping malls, fitness centers, etc.)
BTL activities
POS materials
KPI
50 000 mobile application downloads, 5 000 whole package sales
Timeline
Creative concept – 7 weeks from the briefing
Key visual, logo – 9 weeks from the briefing
BTL activities and PR plans – 12 weeks from the briefing
Media plan – 13 weeks from the briefing
Campaign Start: 15 weeks from the briefing.