cyber. team 3

1. Creative insight
For this campaign we have used two insights:
1. Caring for a child is a physical and mental work that requires being constantly alert,
stress-resistant and knowing a lot of little tips in different areas: education, psychology, medicine,
cooking, etc. But reward that you receive when you see the first smile of your child is priceless and
no other work can pay your in this currency.
2. “Kids are the best, Apu. You can teach them to hate the things you hate”.
Homer Simpson
All fathers want their children to be like them, have the same habits and skills, sometimes not even
the best one. And the more time they spend together, the more children will resemble them.

2. What is our solution?
How can we make a clear and motivating message that paternity leave and daily child care is also men’s work?
We decided to call men’s attention by offering them “a job for real men with best benefits they ever receive
in their life”. For this purpose we’ll partner with leading job searching websites and put there our banners
to challenge men to apply for this job.
For those who except our challenge we offer to take part in #dadcandoeverything campaign which helps dads
to deal with daily childcare and encourage them to share rewards from their children with the hashtag
#dadcandoeverything. It’s a way to promote the campaign through all platforms.
On campaign’s website we’ll publish useful information about raising and babysitting from men point of view.
The parenting websites are mostly targeted to moms. And our site will be targeted to dads. We hold on the
internal competition among dads counting points for the content they read on our site, all skills that they
improved and all new and cool tricks their children learned from their dads.
In this way we encourage them to publish “rewards and proofs” from their children with the hashtag
#dadcandoeverything. When dad became a “Chief Dad” he can post this achievement with all skills that
he’d improved to his LinkedIn profile.

3. Are you brave?
WORK FOR REAL MEN
Yes, apply for a job!
Are you reliable?
WORK FOR REAL MEN
Yes, apply for a job!
We decided to call men’s attention by offering the
work for real men. For this purpose we’ll partner
with leading job searching websites and put there
our banners to challenge men to apply for
this job.
Message

4. Motivation text
“Are you ready for the best work in your entire
life?
Caring for a child is a physical and mental work
that requires being constantly alert,
stress-resistant and knowing a lot of little tips in
different areas: education, psychology, medicine,
cooking, etc. But reward that you receive when
you see the first smile of your child is priceless
and no other work can pay your in this currency.
If you want your child be as cool as you are don’t
miss a chance!”
Landing page of the campaign

5. We hold on the internal competition among dads
counting points for the content they read on our
site, all skills that they improved and all new and
cool tricks their children learned from their dads.
In this way we encourage them to publish
“rewards and proofs” from their children with
the hashtag #dadcandoeverything.
Landing page of the campaign

6. How does it work?
We were asked to “incentivize men to take paternity leave”. The simplest way to do that is to show
that being a father is also a job and #dadcandoeverything.
Take paternity leave doesn’t mean to sit around and do nothing for months and it’s not
a career-limiting move. It’s a unique time to be close to your children at most important period
of their life and an opportunity to improve skills that helps you do your real work better.
We use social media as a tool to promote all the benefits of this job, through the tricks that
children learn from their fathers.
With our program we also motivate men to pay more attention to take care of children even
though they are not going to take paternity leave encouraging them to share rewards from their
children with the hashtag #dadcandoeverything.

7. Social media

8. When dad became a “Chief Dad” he
can post this achievement with all
skills that he’d improved to his
LinkedIn profile with link to our
landing page.
Social media