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A multi-faceted campaign, championing househusbands, celebrating their contributions to childcare, and gaining them more social acceptance.
Househusbands are growing in numbers in the UK due to an increase in gender diversity, women empowerment, and a reduction in wage gaps in the workplace. Currently, one in seven families has a father as their childcare provider, and this percentage is projected to increase in the coming decades. I went about developing Bond- a 360-degree campaign emphasizing how men can be just as efficient as women as the primary caretakers of their homes.
The juxtapose of perception.
Mothers are looked upon as gentle, caring, and nurturing, in stark contrast to fathers. However, research has shown that men involved in childcare can also have a uniquely positive impact on their children due to a more adventurous, yet nurturing personality. This inspired a contrasting take on the assets which superimpose motherly traits on fathers. The colours are bright and moody, and the imagery is centered around mothers, but the type is a bit jagged like a diamond in the making- representing a more laidback personality of a father.
The Hand-in-hand.
Introducing the hand-in-hand, a visual representation of the spiritual bond between parent and child, and an iconic logo, combining the B and D of bond.
The colours that shine a light.
Bond is an idea that represents the nuances of the life of a househusband. The parental role that is seen as 'uncharacteristic' of the male parent is the exact stereotype that Bond aims to break down and to do that, it focuses on more feminine colours to complement the female-centric imagery.
Personality through type.
With the colours and imagery centered around women, the typography is what brings the personality of the campaign into its true form. It adds the third dimension and completes the idea Bond wants to represent- that househusbands can be great childcare providers and housekeepers- roles that are inherently seen as feminine. The typography brings the male persona to life- PP Cirka Bold being a rough, asymmetric, and adventurous typeface, shows off the energetic spirit of fathers and is complemented by Hellix Regular with its sleek, symmetric, round, and friendly glyphs displaying a happier, prouder, and friendlier side of a househusband's personality.
Imagery that inspires insight.
Bond uses simple shapes along with the colours to shine a spotlight on the role of women within a household- circles being the preferred spotlight shape. Combining that with three-dimensional elements lends a more prominent light to shine on them.
The power of the community.
People, when united, can make large-scale changes to society and its hierarchy. This kind of change is what drives this campaign. Enabling people to understand and relate to the cause is the defining factor and to do so, it's important to connect with them. The language- juxtaposed insights- and the various touchpoints- merchandise, charities, useful items, and puzzles are all different ways of financially supporting agencies who struggle to make the lives of househusbands easier, spreading insights, and connecting with like-minded people that can create lasting bonds.
BOND - BOND - BOND - BOND - BOND - BOND - BOND - BOND
SOUNAK RAY - SOUNAK RAY - SOUNAK RAY - SOUNAK RAY