Why did we do it?
Estonia is a unique country, because we pay salary for parents while they take care of their newborn baby. Of course the possibility is most used by mothers, eventhough fathers have all the same possibilities to become paid stay-at-home dad. The main reason for that lies in sterotypes created in the society- men must go to work and women take care of home and children. There are several opionions about parenthood in the society and not all of them value fatherhood. Obviously Social Ministry wants to brake these barriers and see more men enjoy their time together with children.
What did we do?
As the theme of the campaign is very sensitive, we carried out before campaign two different focus groups. The aim of suchs testings was to understand is chosen campaign message, communication ways and creative materials were suitable for public campaign. We tested 4 outdoor posters, 3 viedeos for TVC and 2 diferent radio clip stories. Additionally to traditional testing ways, we use eye tracker glasses in order to undesrtand how the eyes are moving, while people look at materials. All results were translated into creative materials and the campaign was ready to go live.
In order to reach with important topic to large target groups, we used television for storytelling purposes. In order for them to sink in, we did not suggest short but longer clip (30’’). There were 3 different stories used, to reach different target groups- one with a daughter, one with a son and one with an employer, who is key player in a decision about staying home for parent holiday. Television was supported with strong internet campaign, where we could address different messages accoring to desired target group. Radio campaign was spotted well. In outdoor we used bus stations, city lights and digital screens. From smaller channels cinema and sport club lockers for men were used.
What was the result?
• 74% noticed the ads and remebered them
• 83% of the ones who noted the ads, were positively influenced (they listened, learned and are ready to change their opinion about the topic)
• 58% of the ones who noted the ads, are ready to use or suggest using father holiday