First Five California
Qualitative Research • Messaging Strategy • Creative Briefing • Creative Direction • Comms Strategy • Presented to Client Leadership • Relationship Management
Challenge
Recent studies affirm that fathers, particularly Black fathers, are often more present and engaged in their children’s lives than stereotypes suggest. Most early childhood support services, however, have historically defaulted to mothers, creating barriers for fathers. This campaign set out remove those barriers.
Approach
Identify the gaps that need to be addressed to build more father-friendly practices by listening to fathers, child development stakeholders, and existing literature and identifying pathways for practitioners and policy makers. We met with over 100 fathers & child development stakeholders, and reviewed existing literature to identify the gaps between traditional father-friendly practices and where dads are today.
Solution
Research revealed a new generation of dads doing things differently. Centered around a TV ad called “What Kids See,” we built a multi-tiered campaign outlining pathways for practitioners and policy makers, and we aggregated local organizations and resources for fathers to maximize access.
