Luke Benedictus, the editor of Men’s Health, is set to leave the magazine brand after 10 years to join The Father Hood, a new media platform and community designed to help dads survive and thrive.
Benedictus will join fellow founders Andrew McUtchen (Time & Tide, GQ) and Jeremy Macvean (Movember, Radiate) when his new role as content director begins on November 20. “Each of us has a proven track record at connecting with Australian men,” Benedictus said. “Now we’re combining forces to reach out to dads. With eight kids between us, this is a mission that is close to our hearts.
“Modern dads are more actively involved in their kids’ lives than than ever before. Yet there’s no dominant voice that’s managed to connect with the 4.6 million Australian dads out there.” Benedictus said. “We’re the team best placed to do it. Between us we have runs on the board communicating with a sizable male audience , building an online tribe around a common interest and doing it all under a subject area not traditionally associated with guys, such as health and now parenting.
McUtchen said, “Luke has a knack for understanding, getting through to and inspiring a very broad and very large cross-section of Aussie men. He was always our best case scenario for the critical Content Director position, and to announce this today is a huge step towards where we want to take The Father Hood”.
Jeremy Macvean added, “This is a key moment for The Father Hood. Luke is one of the biggest names in men’s publishing and there’s no-one better at creating and curating content that connects with dads”.
The Father Hood is a lifestyle resource that will deliver support, inspiration and daily laughs to dads. Through content and events, the brand will rally fathers to navigate this challenging role with less stress and more confidence.
“Along the way we want to dismantle the negative stereotype of ‘dad’ in the media and rebuild it” said Benedictus. “This version will be more positive. More inspiring. More true to the modern experience, where parents raise kids as a team in an entirely new way, in entirely new roles.”
The Father Hood, which spans a website, socials and YouTube channel, is privileged to partner at launch with The Parent Brand, Australia’s leading digital media network for parents with young children – reaching well over a million parents each month across Babyology and Kinderling. This partnership will give The Father Hood primacy in the burgeoning dad space.
Boutique content production company About Bob has also joined The Father Hood as a launch partner. “As a Dad this subject means a lot to me personally and I look forward to working with the team to create high-end video and visual content that showcases modern fatherhood in a whole new light,” says About Bob’s director, Jules Tahan.
