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Culture change program Parenting Out Loud is inviting dads all over the U.K. to be "loud and proud" of their parenting with a new out-of-home (OOH) initiative.
Helmed by global OOH agency Talon, the thought-provoking billboards aim to bring to light the issue of parenting inequality, as the school summer holidays have ended.
Beyond this message, the program also seeks to champion equal parenting and gender equality at home and in workspaces to change the public's perception of fatherhood.
Visuals showcase the silhouette of a father walking with his children, with the copy reading: "School is back. A new season. Time for more… Parenting Out Loud… where dads are loud and proud about their childcare responsibilities at work."
The empowering OOH spots also feature a call-to-action (CTA) for dads to share their parenting stories on LinkedIn with the hashtag #parentingoutloud.
The billboards are up now in high-traffic shopping malls like JCDecaux and across Ocean Outdoor locations in Birmingham, Manchester, and Glasgow.
OOH advertising continues to be a hallmark in the industry, decorating cities and roads with their colorful visuals.
It not only has the capacity to target specific demographics with strategic billboard placement but also allows brands to expand their audience.
For the Dads
The latest campaign from the brand and agency was born out of the insight that one in three working dads are not comfortable sharing their family commitments with their employer.
Parenting Out Loud took to heart this issue, understanding that equal parenting is key to gender equality, as an estimated 80% of the gender pay gap is attributed to the motherhood penalty.
With research showing that positive paternal involvement in the early years of a child impacts their education and resilience positively, Parenting Out Loud knew it had to make a stand.
Elliot Rae, the program's founder, shared in a press release that while "parenting out loud" may not be revolutionary, it helps normalize male caring in the workplace, pioneering this behavior for others.
"With this campaign, we want to encourage all dads taking responsibility for caring for their children to share their stories and help remove the stigma around male caring. Together, we can change the narrative around fatherhood in the workplace," Rae shared.
Meanwhile, Talon U.K. Managing Director Luke Willbourn called the efforts "massively important" and a proud moment for the agency.
Willbourn also praised Rae, as his message aligns perfectly with the agency's "people-first philosophy."
The managing director concluded his statement by saying the mission to change the narrative around fathers in workplaces and male carers is "one we are thrilled to help spread.”
Previously, LG launched an OOH awareness campaign for endangered species.
Editing by Katherine 'Makkie' Maclang
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