Media Components
Le match du hockey (fr)
Although it appears this father is getting ready for a men's league game, he's actually preparing do play a little road hockey one on one with his boy... Storytime (fr)
While it may appear this Dad is having a meltdown in snarled traffic, he is in fact rehearsing his monster noises in order to read an adventure story to his three year-old daughter... Hockey / Hiphop (en)
Although it seems this 40-something Dad is getting ready for a workout, he is in fact preparing to do some cardio hip-hop with his teenage daughter... Robot (en)
At first, it appears this Dad is creating some sort of strange device for unknown reasons - however he is in fact making Dad and kid robot costumes - something fun for a rainy day... Radio
HyperActive designed a series of provocative radio spots in which Dads "opt out" of either business or social activities in order to spend quality time with their kids. All spots feature the national tag line "Fatherhood: it's the best job on the planet!". Golf Print (en)
This series of print ads features a "cut out" style in order to reinforce the notion that Dads have the choice to "opt out" of either business or social activities in order to spend quality time with their kids. In this version, Dad foregoes the golf course. Homework Print (fr)
This series of print ads features a "cut out" style in order to reinforce the notion that Dads have the choice to "opt out" of either business or social activities in order to spend quality time with their kids. In this version, Dad decides against extra time at the office. Website (fr & en)
Designed for use by social service professionals, this bilingual site hosts the National Survey Database, fathering tools, work kits, and the national print and radio spots, along with information about the campaign's marketing tools. |
4 English and 4 French Television Commercials, 6 English and French Radio Commercials, Print Campaign, CDROM, Database Website and Turnkey Kit, for delivery of fathering programs at the community level. To connect Canadian men with the important knowledge that involved fathers enrich the lives of their children, their families, their spouses and themselves. To support a series of additional activities including the development of a research base and the delivery of local fathering programs. Enforce the importance of father involvement through the eyes of a child – hence the key tag line "My Daddy Matters Because...". Model positive behaviour. Show specific examples to demonstrate the ease in which positive father involvement can take place. A structured national social marketing campaign featuring 4 English and 4 French Television Commercials (15 seconds each), 6 English and French Radio Commercials, a Print Campaign featuring three different ads; a series of professional tools including a Database Website and Turnkey Kit for delivery of fathering programs at the community level. Major media buy-in, especially for the television campaign, which is still run with great regularity coast to coast three years into the program. Radio PSAs in particular have had very strong airplay. The campaign has generated well over one million dollars in documented media support which is very successful considering the production costs of the campaign were less than $150,000. |
Project Types:
MARKETING
MOTIVATIONAL
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TV Spot
Radio
Print
Internet