Movember has expanded its role in men’s lives. It is helping men to become great dads. Movember and Cummins&Partners have teamed up to launch Family Man, a new science-based, interactive parenting tool that improves men’s mental health by engaging dads in the parenting process and building their competence and confidence as fathers. No more dodgy parenting advice.
Created in-house at Movember, the online experience features strategies and tips developed by behavioural experts, designed to help parents learn strategies for dealing with difficult children aged between 2-8.
“Our mission at Movember is for men to live happier, healthier and longer lives. By investing in Family Man, Movember is not only investing in the dads of today but investing in better outcomes for the next generation of men,” explained Hugh Miller, marketing director of programs at Movember.
To launch the tool, Cummins&Partners has created a series of online films featuring a fictional call-centre, Dial A Dad, staffed by poorly trained, well-meaning dads.
“In the past, parenting strategies have been made up of hearsay, old dad’s tales or blokes simply making it up as they go along,” explained Adam Slater, associate creative director at Cummins&Partners. “So to position Family Man as an innovative solution built for modern parents, we decided to imagine what a cutting-edge parenting tool would have looked like when our parents were raising us.”
The digital campaign will go live over the next week in several of Movember’s global markets, including Australia, New Zealand, Canada, the UK, Ireland and the USA.
Credits:
Client: Movember
Marketing Director, Programs: Hugh Miller
Marketing Planner, Programs: Samantha Puma
Marketing Manager, Programs: Stephanie Clark
Agency: Cummins&Partners
Associate Creative Director: Adam Slater
Copywriter: Chris Ching
Art Directors: Jenny Tang & Cam McMillan
Group Account Director: Hayden Isaacs
Integration Director: Rachel Beckley
Senior Planner: Brad Hill
Production: Cummins&Partners
Head of Broadcast: Karley Cameron
Director: Jesse Richards
DOP: Marcus Cropp
Wardrobe: Imogen Walsh
Production Design: Elena Lyons-Dawson
Producer: Steph Watt
Editor: Jesse Richards
Colourist: Crayon
