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Interactive
Family Man: Dial-A-Dad
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Movember and Cummins&Partners have teamed up to launch Family Man, a new science-based, interactive parenting tool designed with dads in mind. Created in-house at Movember, Family Man is an online experience that features strategies and tips developed by behavioural experts, designed to help parents learn strategies for dealing with difficult children aged between 2-8. The program aims to engage dads in the parenting process, ultimately improving their mental health by building their competence and confidence, and empowering them to raise happy, healthy children.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. 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.
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