Australian comedians and new dads are the stars of a new online web show that’s been created to help other new dads deal with some of the emotional stress of becoming a dad for the first time.
The series has been made by mental health charity Beyondblue and J. Walter Thompson Melbourne, alongside Princess Pictures, which made global comedy hits such as Summer Heights High.
The series, which will be seeded on YouTube and hosted on a special Dadvice website, is hosted by comedian Ben Lomas alongside Australia’s top comedians Dave O’Neil, Sammy J and Lawrence Mooney, who are all fathers. Twelve dads will be featured in the content, who all have kids of varying ages.
The videos will take different formats, including new dad video diaries, round table discussion and live comedy, but they all seek to give advice and ease anxiety around being a new dad. The website also features a short test around the types of stress new dads feel, which aims to then personalise the advice given.
The concept taps into a wider issue that men bottle feeling sup, according to Hugh Miller, manager integrated marketing at beyondblue: “Dadvice shows the reality of fatherhood for many men – it’s not always a glossy picture. There are pressures that need to be dealt with, and Dadvice aims to provide this guidance to men trying to find their feet as a dad. It encourages new dads to speak about how they are feeling, rather than bottle their stress up.”
The campaign launched on Australian Fathers Day (yesterday) and will end mid-October. The videos will be promoted by paid and earned media across that time.