JWT Partners With Beyondblue For New Series For First-Time Fathers

JWT Partners With Beyondblue For New Series For First-Time Fathers
SHARE
THIS



J. Walter Thompson, Melbourne has partnered with beyondblue to launch Dadvice, a new behavioural change campaign, addressing the seldom talked about challenges of being a new dad.

Dadvice, a unique four-part web series targeting new dads, was developed in partnership with Princess Pictures and is housed on YouTube and via a dedicated website.

The four-part series hosted by comedian Ben Lomas – who is joined by Australia’s top comedians Dave O’Neil, Sammy J and Lawrence Mooney (all fathers) – follows twelve dads, with babies ranging from two weeks to two years. In the series the dads candidly discuss their experiences of new dad stress – a subject thousands of new dads grapple with daily, but one rarely seen or talked about. 

Lead creative team from J. Walter Thompson, Melbourne, Jess Lilley and Jim Walsh said beyondblue research had supported the use of comedy as the catalyst for a discussion around dad stress, helping to ensure new dads felt comfortable acknowledging an issue they would ordinarily keep to themselves.

“We needed an idea that new dads could see themselves in; an idea they could relate to and wanted to share. At the same time, the conversation needed to be honest and go quite deep, touching on subjects men don’t generally discuss, without being too confronting. Comedy is the perfect vehicle,” Lilley and Walsh explained.

Incorporating three levels of content – new dad video diaries, round table discussion and live comedy – Dadvice is brought together in four episodes, each addressing a key pillar of mens’ lives that can be impacted by fatherhood – work, mates, relationships and the dad himself. The series runs, alongside more detailed information, as well as a test new dads can take to determine whether they should seek further help to address their mental health. 

Kieran Antill, executive creative director, J. Walter Thompson, Melbourne believes Dadvice is an example of where agencies need to go to create meaningful content. “We’ve moved out of the traditional agency comfort zone to create something original, exciting and impactful, that’s closer to TV than advertising. This is where we need to be to remain relevant to consumers today.”

Hugh Miller, manager integrated marketing, beyondblue: “Dadvice shows the reality of fatherhood for many men – it’s not always a glossy picture. There are pressures that need to be dealt with, and Dadvice aims to provide this guidance to men trying to find their feet as a dad. It encourages new dads to speak about how they are feeling, rather than bottle their stress up.” 

“The dads also recorded video diaries over six weeks – capturing a unique insight into the unspoken challenges fatherhood brings,” said Miller.  “Dadvice is about intervening early. It’s about giving men the strategies to manage their stress as a new dad before things escalate to a crisis point. When a dad is feeling on top of things, he is better placed to be a supportive partner and involved dad – which is good for the entire family.” 

The online campaign appears on both paid and unpaid channels, and is supported by other  elements including, digital and social campaigns plus media and PR. The campaign commences on Father’s Day and will rollout until mid-October.

Please login with linkedin to comment

outreach SXSW Awards

Latest News

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]