The lack of involved fathers is a crisis. Children raised in fatherless homes are at greater risk of infant mortality, more likely to drop out of school and are more likely to go to jail. DBA was challenged to create a statewide awareness campaign to boost responsible fatherhood, and equip fathers with resources to stay engaged in their children’s lives
Clinical studies and psychological impacts were considered and tested among several key dad groups, with the following statements rising to the top:
- You’re exactly the dad your kid needs
o (Ideal for: All Audiences including essential demographics, Incarcerated and Juvenile Dads)
- Did you dad today?
o (Ideal for: Mass Audience i.e., the largest group reachable by advertising)
- It’s never too late to be the dad they need.
o (Ideal for: Incarcerated Dads)
THE MESSAGE: Hey dad! It’s never too late to be the dad your kids deserve. Watch the video to be inspired. Father First is a statewide and community-driven initiative empowering fathers to embrace their unique roles in their children’s lives. We stand together as dads, showing that perfection isn’t the goal, but being present is.
Reaching 6.4 million paid social views in the first two months of the campaign was a great launch to an important initiative in the State of Florida. Now, the campaign is exploring a national stage for a more extensive impact on children and families.
10,000 sign-ups for All Pro Dad resources.
160,000,000 impressions in December exceeding our goal by 155MM impressions.
THE MESSAGE THAT RESONATED WITH MEN? “YOU CAN DO THIS!”
In listening sessions, dads gravitated toward positive and affirming phrases that implied a challenge of being better, without “guilting” them into action. While not discouraging, we focused on core motivators they already possess, rewarding and recognizing dads for what they already know to do.
We also have the opportunity to remind dads that being a dad can be fun, and they can dad in their own unique way. Rather than a chore or task they are failing at, the campaign focused on the great opportunity for them and their child.
SHOW THEM EXAMPLES (EQUIP/EMPOWER)
Dads were found to be highly practical. The “idea” of fatherhood tended to be seen as nebulas, but giving real examples of how they “dad” motivated for “real life” actions to take, rather than an overly polished presentation of fatherhood.
In addition to paid-media, we approached limited segments such as incarcerated dads via face-to-face market partners who already have relationships via foundations or faith-based ministries.
Research-Florida Dad Focus Groups
Additional obstacles related to this issue include:
BETTER BRANDS FOR A BETTER HUMAN CONDITION®