A Place for Dads Online

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Google is a first time dad’s version of “What to Expect When You’re Expecting.” You can approach it anytime, ask any question, and it will helpfully provide the info you need the moment you need it.

“In their moments of need, dads across APAC are turning to their mobiles for information and advice—anything to help during those challenging first months with a newborn.”

So with dads confessing that Google is their go to parenting partner, it’s surprising to find out that there aren’t a lot of resources catering to dads online. There is also no local resource dedicated to Filipino Fathers. This means that a good 5 Million Filipino Fathers are still searching for the best content platforms to be their parenting partner online (Source: GWI Q1 2016 PH)

Here’s what we learned from the few content portals made specially for dads:

Fatherly

Fatherly is a content platform made for dads, filled with articles that are as witty and humorous as they are helpful and insightful.

These images are lifted from the Fatherly website.

With a council of experts: about Parenting, Toys, and Relationships, it’s a good place for dads to weigh in on everything related to being a dad.

The topics here talk directly to dads and address their issues and concerns (no matter how trivial!) This is important because, according to research from ThinkWithGoogle, they feel like they are not represented in most communications.

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Lean In Together

Sheryl Sandberg and Mark Zuckerberg team up for Lean In Together, a joint support platform for mothers and fathers alike.

A simple search for #LeanInTogether on Facebook provides you a glimpse of what the movement is all about.

“#LeanInTogether celebrates the important role men play in creating an equal world.” – Sheryl Sandberg

The site provides parenting resources and inspiring Fatherhood stories.

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Getty Images

Getty Images partnered up with Lean In to create the #LeanInTogether collection, a series of photos depicting fatherhood today.

“I think people want to do the right thing, they want to portray women the right way, they want to portray men the right way but we often don’t know how,” Sandberg said. “Getty is saying here is a portrayal of women and men that Lean In supports and that we support. And similarly, men are saying here’s a portrayal of what I believe as a man and that this is good for men.”

Here are some of the photos from the collection:

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What brands can do:

  1. Put dad in the picture. Oftentimes we zoom in on the moms because they are the main purchase decision maker, but roles are shifting, and the family make-up is also changing.
  2. Engage dads in a conversation, not just place him in the background. They go online for support, but there aren’t any brands engaging with him on this matter locally. With more involved dads, there is an opportunity to become the brand that they go to online.
  3. Provide value. As they become more vocal with their hands on parenting online because of social media, they will look for support, comic relief, hacks, and tools to get them up to speed in juggling while ensuring their kid’s well being and happiness.

Interested to work on a solution for Dads? MRM//McCann will be conducting Innovation Workshops and Tech Dates for co-creation with Startups. Learn more about it from your Accounts Leads or contact me 🙂

 

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