‘Father Figure’ brief

My first response to my speculative brief, Father Figure. You can catch up on the brief again below this ad:

Father Makes You Stronger



It’s a fact: boys grow into men who are more likely to get what they want in life if they have a father who protects, guides, challenges and loves them.Father Makes You Stronger

You, however, are likely one of the millions of young men growing up without guidance. Maybe you wish for a father who loved you. Maybe you don’t care.

But what if he knocked at your door tomorrow?

Father Figure was started by men who had no father either. We came together to make sure the local boys in our area had a better chance than we did, and searched for responsible men to guide them through their life challenges. Today, each of those boys have a Father.

Protection, guidance and challenge. You deserve this love too.

Contact Father Figure online or on the phone to ask for your own Father. Once you meet him, you’ll grow stronger, together.


Big Ship Copywriting

Communication Brief

Date: 10/08/15

Client: Surrogate Father Programme

Project: Programme Advertisement

Media: Poster

Background Briefing: In light of the number of children growing up without Father figures, a new charity, Father Figure, has started with the express aim of matching men and young males together in a mentorship programme. This is not the first of its kind, but awareness of the positive effects of such a programme are still incredibly low. Father Figure want to run a poster campaign aimed at young fatherless teenagers who are unaware of the programme, and even the fact that they could benefit from it.
Problem: The lack of awareness among young fatherless males that they should even desire a new father figure, let alone where to find a programme like Father Figure’s that can provide one

Opportunity: The opportunity to speak directly to the heart and spirit of these teenagers. The hunger for male guidance goes deeper than society openly accepts

Business Objective: Generate awareness amongst youth about the positive benefits of having a male role model, and where they can find one
Target Audience:

Demographic: 12-21 years old, 100% male, varying degrees of secondary, college, university and sometimes no education.

Psychographic: A mix of completely Fatherless and part time fathered (either by the same father be him genetic or step-Father, a mix of men or a combination of both), raised by a single woman. Some may desire a Father figure, some may not, some may think they don’t.

Key Desire: To be taken seriously by their Father, friends, Mother and society, to be Loved by a father figure

Key Proposition: A Father Loves You
Reasons to Buy In:

  • Studies show that people who grow up with a stable Father Figure are more successful in life
  • People raised by a Father relate to men and women better in their own way
  • The benefits for young males in particular are well documented
Intended Response: “I want a father”
Mandatories: N/A

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