Movember shows how far parenting advice has come in new campaign via Cummins&Partners

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.

Says Hugh Miller, marketing director of programs at Movember: “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.”

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.

Says Brian Slater, father of Adam Slater, associate creative director at Cummins&Partners: “I really wish Family Man was available back when I was raising Adam. He might have grown up to become a doctor, or a judge…instead of ending up in advertising.”

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 https://familyman.movember.com/.

Movember
Hugh Miller – Marketing Director, Programs
Samantha Puma – Marketing Planner, Programs
Stephanie Clark – Marketing Manager, Programs

Cummins&Partners
Associate Creative Director: Adam Slater
Copywriter: Chris Ching
Art Directors: Jenny Tang, Cam McMillan
Group Account Director: Hayden Isaacs
Integration Director: Rachel Beckley
Senior Planner: Brad Hill

Production: Cummins&Partners
Head of Broadcast: Karley Cameron
Director: Jesse Richards
DOP: Marcus Cropp
Wardrobe: Imogen Walsh
Production Design: Elena Lyons-Dawson
Producer: Steph Watt
Editor: Jesse Richards
Colourist: Crayon
Sound: Bang Bang Studios