Daddy Cool - Bluey on Fathers Day

Challenge

In a time when we were naturally looking back – around the jubilee – new research revealed the evolution of fatherhood during the period, with 93% of parents recognising that the role of ‘dad’ has changed beyond all recognition over the last 70 years.

Ahead of Fathers Day, Be Broadcast and BBC revealed that 80% recognise dads now do domestic chores that only a quarter of their own fathers performed. And the same number are more involved in childcare – that only three in ten say they themselves experienced from their dads.

Action

Working alongside childcare author and parenting expert, Sarah Ockwell-Smith, we outlined the considerable changes that have taken place during the period.

Why? Bluey’s Dad Bandit has become somewhat of a leading man – and a modern-day icon of Fatherhood.

Results

This light-hearted campaign delivered over 350 items of coverage including the likes of GB News, BBC Hereford & Worcester, BBC Manchester, BBC London, BBC Derby, BBC Gloucestershire, BBC Leeds and many more.

Read more inspiring Be Broadcast case studies.