Re-Think DAD is a campaign to encourage new fathers to take Shared Parental Leave.
Starting with a punk DIY logo which has a rebellious DIY feel to it, since a stay at home dad is going against the norms of society and they are less likely to have had any type of training for this situation.Re-Think DAD is a campaign to encourage new fathers to take Shared Parental Leave.
I then created a series of posters to advertise my campaign and challenge the social standard.
The website and mobile app are the main touchpoint for new dads to go to and learn more. Part of my campaign is about not trying to hide the negatives of SPL as they are obvious anyway. Instead, I have chosen to talk openly about them so that people can make an informed decision on how much this shifts the balance of their decision.
Dads who have already decided to take SPL are given a t-shirt to help advertise what they are doing, with slogans that challenge frequent incorrect comments they receive.
