PR. Team 5

1. CONCEPT
Name:
«Profession to be a father»
Description:
Being a parent, being a father is the most responsible mission of the person.
Owing to many factors – economic, social – people forget about its importance.
Sometimes it is hard-hitting. Many stereotypes also deform this natural truth.
Care of the father for the child, full involvement in his education – are natural and
extremely important. It influences both development of the child, and the father:
his psychological and social health. But there are examples when fathers take
paternity leave and devote all his time to the child. They understand the
importance of their mission and consider it as a prestigious and highly paid
profession.

2. OBJECTIVES AND KEY MESSAGES
Objectives:
 Increase awareness about paternity leave;
 Motivate men to pay more attention to taking care of children;
 Incentivize men to take paternity leave;
 Dismantle the stereotype of a man on paternity leave being a «wimp».
Key messages:
 Daily childcare and raising is a profession of the highest importance in man’s
life;
 Active involvement of man in childcare and domestic work is a natural entity;
 Partners for parenthood define by themselves (without any third-party
judgment) who will be staying home with the child, and if necessary, share
the maternity/paternity leaves;
 The greater involvement of father in the lives of children contribute to
children’s better development both in social and emoitional aspects.

3. STRUCTURE
PR strategy is based on a storyline and is made up of several stages: set-up,
culminating point and denouement. Also strategy includes various PR-activities
aimed at different target audiences.
The next PR-tools will be applied:
 Events with involvement of mass media, state agencies, business and civil
society representatives;
 Press-materials’ distribution;
 Series of articles in media, that include the experts’ opinion, statistics, info
graphics and results of scientific researches;
 Special projects with media (Internet, radio);
 Promotional activities.

4. SET-UP
Description:
publication of an article about the man, who was intending to take a paternity
leave, was put to a choice by his employer: keep on working or being released
from a job.
Objectives:
 Question raise;
 Initiation of discussion this problem in society.
Target audience:
 Mass media;
 Society.
Result:
 Intense discussion in media, business community and society in general;
 Public response creation;
 Initiation of the high-level official dialogue.

5. CULMINATION POINT
Part 1. Talk-Show on TV devoted to paternity leave issue.
Description:
Talk-show with the participation of experts on the part of the state, business community, non-
government organizations and UNFPA representatives. Mass media representatives are also
invited. Following the event distribution of the press-release is intended.
Objectives:
 Initiation of direct dialogue in the format state agencies-business community-society;
 Expert estimation of the problem.
Target audience:
 Society;
 Employers;
 Mass media;
 State agencies representatives.
Result:
 Active engagement of target audience in discussion;
 Topic’s development: current situation and forecasts.

6. CULMINATION POINT
Part 2. Series of articles
Description:
Series of articles about paternity leave that includes 5-8 articles. Popular bloggers’ articles in theirs blogs.
Objectives:
 Development of the topic of gender equality, paternity leave, childcare and raising, greater father’s
involvement in his child life;
 Making the target audience to know the key messages.
Target audience:
 Society;
 Men.
Topics of articles:
 Articles following the results of the talk-show, that are referenced to expert’s opinion: representatives of
the Ministry of labor, the Ministry of education and women's public organization. The articles contain
statistical data, info graphics, results of scientific researches;
 Interview with a father, who being a successful businessman took the paternity leave;
 Interview worker, who took the paternity leave;
 Interview with celebrity on the topic of paternity leave.
Result:
 Greater involvement of the target audience in the topic;
 Acquaintance with father’s on paternity leave experience.

7. CULMINATION POINT
Part 3. Radio
Description:
Special project on the radio (Dad’s show on men’s radio), dedicated to the paternity leave
topic. Three men presenters discus the issue, receive calls from audience, get the comments
and initiate various quiz and contests on the paternity leave topic.
Objective:
 Further topic development and maintenance of discussion;
 Deeper involvement of target audience in the topic.
Target audience:
 Society,
 Men.
Infolines:
 Personal experience of presenters of being fathers;
 Men should also participate in childcare and raising.
Result:
 Active interaction with target audience, opinion polling;
 Further topic development.

8. CULMINATION POINT
Part 4. Paternity test
Description:
Special joint project with media. The core of this project is to present the life of the man, who
abides with his child during three days. He has to do all domestic work that his wife used to
do. Daily a photo report and comment’s of the man appears on the site of the media.
Objectives:
 Illustrative demonstration of key message: childcare and domestic work – it is not an
easy job and not less male responsibility.
Target audience:
 Society;
 Media.
Result:
 Greater attention attraction to the problem;
 Forming of notion that fatherhood is a hard job.

9. DENOUEMENT
Part 1. Promotion activity
Description:
Promotion activity with participation of penguins' life-sized puppets. They
distribute among passers-by leaflets with motivating slogans. For example:
«Today my father and I we played snowballs. And what about you?», «Today my
father taught me to fish. And what about you?»
Background information:
Penguins possess a pronounced fatherly instinct. After the female postpones
egg, she comes back to the ocean for livelihood production. For two months all
care of the kid lays down on a male.
Objective:
 Reporting of the message that the father’s care of the child is natural
phenomenon and it makes man a real man.
Target audience:
 Society.
Result:
 Active interaction with target audience.

10. SAMMARY
 Concept: Profession to be a father;
 PR strategy is based on a storyline and is made up of several stages: set-up,
culminating point and denouement.
Set-up:
 We raise the question in mass media be means of publication of scandalous
article.
Culmination point:
 Receiving an assessment from representatives of state agencies, business and
other organizations;
 Development of the topic in mass media (radio and Internet), the publication of
comments experts, creation and the publication of infographics, statistics’s usage;
 Organization of a special project with mass media with direct involvement of young
fathers;
Denouement
 Carrying out promotion actions.