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

Business people analyzing marketing reports. Managers presenting diagrams vector illustration. Business and analysis concept for banner, website design or landing web page
  • Technology

Nielsen Connect Partner Network Welcomes Australian Tech Platform Glow

An Australian consumer analytics company is the latest to join the ranks of the Nielsen Connect Partner Network, considered the industry’s largest open ecosystem of tech-driven solutions for researchers, corporations, and governments. The new partnership will enable Glow’s ‘s real-time insights platform to support Nielsen’s clients around the world, strengthening the former as a provider […]

Winners Of Latest Creative Collection Competition Revealed
  • Advertising

Winners Of Latest Creative Collection Competition Revealed

The Outdoor Media Association has revealed the winners of its third-quarter 2020 Creative Collection competition. Launched in 2013, the Creative Collection celebrates the big, bold, and audacious canvas that is Out of Home by recognising exceptional campaigns each quarter. Winning this year in the ‘Big, Bold and Bright’ category was ‘Eclipse Mask’ (pictured above), a […]

What Sales Executives Need To Survive In The AC (After COVID-19) Era
  • Opinion

What Sales Executives Need To Survive In The AC (After COVID-19) Era

In this guest post, Graham Hawkins (pictured), founder and CEO of SalesTribe, offers his best tips on what sales executives need to survive in an AC (after COVID-19) era… As a B2B salesperson in 2020, your ability to earn trust and demonstrate credibility has become one of your biggest challenges. In the BC era (before […]

Opinion

by B&T Magazine

B&T Magazine
Aussie Undies Subscription Brand KNOBBY Rolls Out Amusing Fortune-Teller Campaign
  • Campaigns

Aussie Undies Subscription Brand KNOBBY Rolls Out Amusing Fortune-Teller Campaign

Aussie undie subscription brand, KNOBBY, has rolled out a new content campaign created by Melbourne based, Priceless Productions, to entertain and encourage viewers to take a moment to connect with their mates over some great humour. The first piece in the campaign titled, Fortune-Teller, brings to life all of the unfortunate events that often come […]

Telco Firm Orange Delivers Heart-Warming Christmas Treat Via Publicis
  • Campaigns

Telco Firm Orange Delivers Heart-Warming Christmas Treat Via Publicis

Publicis Conseil has created a different kind of Christmas for Orange this year in the new festive campaign With the ongoing health and economic crisis, this year we will be celebrating Christmas in a very different way. However, Christmas is still a very special time of year for the French, even in such difficult times. […]

Zoom Gloom And Screen Fatigue In The Era Of COVID
  • Opinion

Zoom Gloom And Screen Fatigue In The Era Of COVID

Andrew May is a human performance strategist, CEO of StriveStronger and host of the NAB Business Fit Podcast, which is part of a free program to help SMEs and their staff become more resilient, transition to new ways of working and sustain physical and psychological wellbeing. In this guest post, May offers top tips for […]

Opinion

by B&T Magazine

B&T Magazine
Cadbury Australia Launches Live Santa In World First
  • Marketing

Cadbury Australia Launches Live Santa In World First

Due to social distancing measures implemented across Australia, many shoppers will be expected to stay away from shopping centres this Christmas. This shift in behaviour means families nation-wide will sadly miss the much- loved annual Christmas tradition of meeting Santa. Cadbury ’s Live Santa will help to bridge the gap, bringing Santa into the homes […]