Parenting Out Loud's OOH campaign encourages dads to proudly share their childcare roles. Running in malls and digital billboards, it aims for a cultural shift.

Transforming Workplace Culture with Out of Home Advertising

Parenting Out Loud, in collaboration with Talon, has launched a powerful Out of Home (OOH) campaign to address parenting inequality, aligning with the end of the summer holidays. This campaign, which began on August 26th and will continue until September 6th, seeks to inspire dads to be "loud and proud" about their childcare responsibilities.

The campaign is visible in shopping malls through JCDecaux and across select large format digital locations managed by Ocean Outdoor in Birmingham, Manchester, and Glasgow. This OOH campaign is strategically placed to reach a wide audience and promote a significant cultural shift.

The creative visuals prominently feature a father walking with his children, accompanied by the message: “School is back. A new season. Time for more… Parenting Out Loud… where dads are loud and proud about their childcare responsibilities at work.” This message encourages fathers to openly share their experiences on LinkedIn using the hashtag #parentingoutloud. A video by Elliott Rae, founder of Parenting Out Loud, showcases the impact of the billboards and emphasizes the campaign’s importance.

Changing the Narrative Around Fatherhood

Elliott Rae, a strong advocate for working dads and a campaigner on mental health and masculinity, launched Parenting Out Loud to foster a cultural shift in how fathers are perceived in the workplace. The campaign aims to challenge outdated attitudes and promote equal parenting as a crucial aspect of gender equality.

Research indicates that one in three working dads feel uneasy discussing their family commitments with employers. This discomfort contributes to the gender pay gap, with the motherhood penalty accounting for around 80% of this disparity. By normalizing male caregiving, Parenting Out Loud seeks to address these issues and support fathers in balancing work and family responsibilities.

The campaign highlights that equal parenting is not only vital for achieving gender equality but also crucial for the well-being of both fathers and their children. Positive and consistent paternal involvement significantly impacts children’s education and resilience.

A Call to Action for All Dads

Elliott Rae emphasizes, “Parenting Out Loud may not sound like a revolutionary act, but when fathers parent loudly at work, they help normalize male caring in the workplace and role model this behavior for others. Encouraging, supporting, and enabling dads to be equal parents is essential to addressing the gender pay gap, the motherhood penalty, and achieving gender equality at home and at work.”

Luke Willbourn, managing director - UK at Talon, adds, “The Parenting Out Loud initiative is massively important, and partnering with Elliott to raise awareness using Out of Home advertising is a proud moment for us. His message aligns perfectly with Talon’s people-first philosophy and our mission to ensure everyone belongs at Talon.”

Talon’s DEI employee committee, Belong, works to shape workplace practices and policies to support working parents, reflecting their commitment to fostering a more inclusive environment.

Conclusion

The Parenting Out Loud campaign effectively uses billboards and large format digital displays to drive a crucial conversation about parenting equality. By leveraging Out of Home (OOH) advertising through prominent platforms like JCDecaux and Ocean Outdoor, this initiative not only raises awareness but also encourages a broader societal change. For those seeking to understand the impact of such campaigns, Outdoor advertising companies and advertising companies near me offer valuable insights into the effectiveness of these advertising strategies.