Created by Publicis Brasil, the action reinforces that true fatherhood is based on presence
Novalgina ran a campaign emphasizing the value of paternal protagonism for Father’s Day. Created by Publicis Brasil, the campaign reinforces that true paternity is based on presence, built into the daily routine.
The brand sent some influencers a box containing a paternity test. But when they opened the box, the influencers were surprised with cards instead of the traditional DNA collection swab. The cards ask questions that only fathers who are truly present in their children’s routines can identify with. The last card reveals the paternity test: if the answer was “yes” to some of the questions, the paternity test is revealed.
“We know how transformative a father’s presence can be in a child’s development, but being a father is not just a genetic issue. Our commitment is to raise awareness of the issue and support fathers in times of pain so that they can remain present like sunshine in their children’s lives. This shows that Novalgina is increasingly a partner in the health journey of all its consumers,” explains Marília Zanoli, director of consumer healthcare marketing at Sanofi.
“At a time when we are discussing the effectiveness of relationships beyond social media, we want to praise and celebrate responsible parenthood. In this campaign, our proposal is to show that affection and care are connections more powerful than any blood ties,” says Samuel Normando, creative director at Publicis Brazil.
The Father’s Day campaign is part of the manifesto launched by Novalgina this year, which places the sun as a central element of its communications to show the importance of human connections that brighten each other’s lives. The strategy includes actions with influencers on social networks and public relations.
