Movember and Cummins&Partners Show How Far Parenting Advice Has Come

Movember and Cummins&Partners Show How Far Parenting Advice Has Come

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.

“Our mission at Movember is for men to live happier, healthier and longer lives. By investing in Family Man, Movember is not only investing in the dads of today but investing in better outcomes for the next generation of men,” explained Hugh Miller, Marketing Director of Programs at Movember.

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.

“In the past, parenting strategies have been made up of hearsay, old dad’s tales or blokes simply making it up as they go along,” said Adam Slater, Associate Creative Director at Cummins&Partners.

“So to position Family Man as an innovative solution built for modern parents, we decided to imagine what a cutting-edge parenting tool would have looked like when our parents were raising us.”

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. You can check out Family Man at

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