Ahead of Father’s Day, we worked with Pampers and one of the coolest dads around – Professor Green – AKA Stephen Manderson. The project with Pampers came about as research we conducted showed that nine in ten dads played a more active role in childcare during the pandemic. This meant they got to be part of more milestone moments and celebrate the joys of fatherhood.
So, why was Stephen the right dad? For us, he was a natural choice to spearhead the campaign, not just because of the media appeal but also because of his social media platform, Unlikely Dads Club. Stephen cited that this is one of the first generations to be so open about fatherhood challenges and share aspects of their journeys that those before haven’t.
We crafted the news story celebrating the positive impact working from home had on dads and their relationship with their children, putting new dad Stephen at the forefront.
We secured coverage with Naga and Charlie on BBC Breakfast, ITV News, Channel 5 News, Sky News, LBC, Global Radio, Talk Radio, and regional BBCs.
