PR. team1

1. To bring taking care and raising
children by men to reality

2. BACKGROUND
If baby’s first word is “Dad”:
- “Always-there” mum is thrilled with her baby’s achievement
- Father is happy to hear that it’s exactly “Dad”
Traditionally women are
more likely to take
paternity leave
The basic foundation for
child’s development is
set during first years
Men are often skipping the very special
period in his baby’s life.
Men would be gladly engaged in upbringing
“but later”
BACKGROUND challenge insight strategy idea solution execution
Information
source summary

3. CHALLENGE
To motivate men
to pay more attention
to taking care of children
since the very first days
CHALLENGE insight strategy idea solutionbackground execution
Information
source summary

4. INSIGHT
It turns out that to have a feeling “a child is really a continuation
of YOUrself” it’s crucial to get engaged into upbringing from
the very first days of life
challenge INSIGHT strategy idea solutionbackground execution
Information
source summary

5. STRATEGY
To strike men dumb using the topic, which is clear and
emotionally connected to them, to inspire for taking care
challenge insight STRATEGY idea solutionbackground execution summary
Information
source

6. IDEA
Skipping babyhood – receiving an alien child!
challenge insight strategy IDEA solutionbackground execution
Information
source summary

7. SOLUTION
challenge insight strategy idea SOLUTIONbackground execution
Information
source summary
• We arrange an experiment with mothers in several maternity homes using the information
about their husbands’ football preferences
• On the first baby show from the maternity home's window the baby is dressed in opposite
football team fan T-shirt
• Dad’s astonished reaction: " Oh my God!!! Why is MY baby a Manchester United fan? How
could it happen? What did I miss?"
• Camera films Dads’ emotions and we're asking them: What do you feel? Who's fault is this?
What are you going to do?
• Finally big poster appears at the building's wall saying: «Skipping babyhood - receiving an
alien child!»

8. EXECUTION
SPECIAL EVENT
MEDIA
Create a movie of the event
Real life PR-experiment in
several maternity homes
Invite media during event.
The video being featured
in viral medias + publications
СELEBRITY
Football players
Who became parents at the
same time
ORDINARY DADS
They came to see their child
first time
VIDEO
SM
The movie with a big capacity
to be shared online
Sharing
challenge insight strategy idea solutionbackground EXECUTION
Information
source summary

9. INFORMATION SOURCE
challenge insight strategy idea solutionbackground execution
INFORMATION
SOURCE summary
NUMBER OF CONTACTS

10. SUMMARY
challenge insight strategy idea solutionbackground execution
information
source SUMMARY
1. Background
Traditionally women are more likely to take paternity
leave. Men are often skipping the very special period in his
baby’s life. Men would be gladly engaged in upbringing
“but later”
2. Challenge
To motivate men to pay more attention to taking care of
children since the very first days
3. The Strategy
To strike men dumb using the topic, which is clear and
emotionally connected to them, to inspire for taking care
of
4. The Creative Idea
Performing a Real life PR-experiment in several maternity
homes delivering the message that a child is really a
continuation of YOUrself, only if you are engaged into
upbringing from the very first days
5. Execution
We arrange an experiment with mothers and using the
information about their husbands’ football preferences
At the first meeting Mums show the baby in the T-shirt of
the father’s opposite football team. Camera films Dads’
emotions.
We will amplify this through SM & media with an easy to
share idea and it’s movie
In the project we also involve football celebrities