The 2020 pandemic saw record numbers of working dads thrust for the first time into the role of stay-at-home dad. And with 86% of dads turning to YouTube for help, the search results overwhelmingly showed moms as the caregiver, not dads. Dove Men+Care, always committed to undoing stereotypes around masculinity, wanted to step in and help dads be the caregivers they wanted to be in these new WFH circumstances.
#DadsCare How To is a YouTube channel for dads by dads, with answers to the most searched for and topical parenting questions arising during the pandemic.
We tapped into to Dove's diverse network of fatherhood experts—real dads from organizations like Gays with Kids, The Dad Gang, the NBA, and influential dads like Reddit founder Alexis Ohanian and dad vlogger Glen Henry to create how-to videos covering a multitude of topics. Videos include topics like How to Keep Kids Entertained While Working from Home, How to Talk to Kids About Unemployment, How to Talk to Kids About Inequality and How To Address White Privilege in an Interracial Family. This channel continues to provide a much needed resource for dads looking for parenting answers.
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“Dove Men+Care launches #DadsCare video platform to share answers, inspiration and advice.”
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Shiran Teitelbaum, Constance Leonard, Cassandra Shuber, Daniela Marino
Jessica Ostreau, Tony Nikolla, Brian Edsall, Claudette Sariya
Lauren Rosas, Jeremy Busch
What exactly was my involvement?
With my partner Shiran Teitelbaum, oversaw creative team that came up with original idea. Post-pandemic, with the new idea direction, we became lead creatives, overseeing edited videos, providing the story structure for our starring dads, as well as visual and narrative feedback on their initial edits. I created a look and feel for YouTube including thumbnails and header graphics optimized for all devices.