&Partners puts fathering first, this Father’s Day

&Partners were recently engaged by The Fathering Project to develop a campaign idea in the lead up to Father’s Day. The Fathering Project is a not-for-profit organisation that exists to inspire and support fathers and father figures to be the best dads they can be – for the sake of their children.

The campaign was designed to encourage busy dads to identify with their most important role and ‘Put Fathering First’. The main component of the campaign is an online film featuring influential, and everyday dads declaring that they’re ‘fathers first’. The film urges dads to change their Facebook and LinkedIn profile title to ‘Dad, Father, Step Dad or Father Figure’ first.

Watch the film

“It’s a small but important gesture” said Fathering Project CEO, Wayne Bradshaw. “The majority of dads identify with fathering as a secondary role, after whatever it is they do for a living. The purpose of the campaign is to inspire dads to reassess the value of their first and most important job – being a father, and using Father’s Day as a platform to highlight fathering.”

The first piece of content was published to The Fathering Project’s Facebook page and within a few hours had reached over 25,000 people organically, through views, likes, comments and shares.

The content piece was filmed on phone cameras, produced by Beautiful Pictures and edited by The Office of John Cheese.

Client: Wayne Bradshaw
Marketing Consultant: Giulia Palandri
Agency: &Partners
Creative Director: Bryan Dennis
Creative Director: Dav Tabeshfar
Production Co.: Beautiful Pictures
Producer: Kate Downie
Post: The Office of John Cheese
Editor: James Hawkes