BeyondBlue – Dadvice
Research by Beyondblue, a mental health organisation, revealed an alarming number of new dads suffer from unhealthy levels of stress that can have devastating consequences for families. We created Dadvice – a ten part online reality TV show for new dads to let them know they're not alone. Dadvice followed twelve new dads on their journey into parenthood – charting the highs and lows of the journey into parenthood.
By seeing real dads talk about their fears and experiences, we encouraged new dads to share their own. Comedy was also leveraged to discuss some pretty challenging subjects, giving dads ways to understand, and cope with, the stresses of becoming a new father. Dads were targeted with a social campaign at times when they'd need it most - in the middle of the night.
Dadvice hit the road with live comedy, bringing dads together and encouraging them to talk more openly about their stress.
Our A-List line up included:
Lawrence Mooney, Sammy J, Ben Lomas and Dave O'Neil
We even helped one of our new dads with a professional photoshoot to create a 'sexy' calendar for his wife as a thank you!