This document outlines a marketing campaign called "Daddy Deposit" to promote paternity leave for men. The objectives are to enhance awareness of paternity leave for men and increase the number of men who take it. The challenge is that there is a financial risk if a husband takes leave instead of his wife. The strategy is to reframe "paternal leave" as "Daddy Deposit" to build a positive association with bank deposits. The campaign would provide an online calculator for men to see the benefits of parenting on child and family development.

1. Daddy Deposit
Media Team #5

2. Daddy DepositOBJECTIVES
• Enhance awareness about
the possibility to take
paternity leave for men.
• Increase the amount of
men who take paternity
leave.
Target
audience:
men 25-40

3. Daddy DepositCHALLENGE
There is a high risk of loosing
financially if a husband takes
paternity leave instead of his wife.

4. Daddy DepositINSIGHT
Everyone wants to insure his
future, and future of his family

5. Daddy DepositSTRATEGY
• Change the expression “Paternal
leave” into “Daddy Deposit”. In
order to get rid of negative
associations like forget, retire,
breakup with the word “Leave”
• Build-up a new association with
bank deposit.

6. Daddy DepositOPPORTUNITY
In Google trends “Deposit” & ”Bank
Deposit” are high-rank words. Those
men who search for deposit terms is
our aim.

7. Daddy DepositACTIVATION
Using context message we offer alternative “deposit”
with EXTRA high rate. Following the link user gets on
UNFPA page with special calculator.
The user enters the amount of months he is ready to
spend on raising his child during his first 3 years
As the result they will get the percentage of positive
influence on child and family development.
Also they can share their results in social network.

8. Daddy DepositMEASUREMENT
• Increasing the number of
website clicks
• The amount of calculations
made
• Social mention and discussions
on forums and social platforms
• Spreading the word about
UNFPA activities in the field of
gender equality

9. Daddy DepositSUMMARY
• TA: M 25-40
• Enhance awareness
• Increase amount of men in paternity leaveOBJECTIVES
• There is a high risk of loosing financially if a husband takes
paternity leave instead of his wife.CHALLENGE
• Everyone wants to insure his future, and future of his familyINSIGHT
• New term “Daddy deposit” - association with bank deposit.STRATEGY
• “Deposit” & ”Bank Deposit” are high-rank words in Google
TrendsOPPORTUNITY
• “Daddy Deposit” – a context message which takes the user
to UNFPA website with father-impact-on-child calculatorACTIVATION
• Number of website clicks
• Number of calculations
• Amount of mentioning on social network
MEASUREMENT