Redefining male stereotypes for CALM

Fed up with the crass, stereotype-filled Father’s Day cards on offer, we set about redefining this generic, emotionless messaging.

We enlisted 30+ established artists to take a stereotypical Father’s Day card and redesign it to express how we really feel to our father figures - a narrative that has been, more often, directed at mothers.

We launched the campaign with an in-house exhibition before auctioning off the one-of-a-kind designs, with all proceeds going to Campaign Against Living Miserably and the unique artworks given to father figures across the UK on Father’s Day.

The result was a campaign that opened a new conversation around men’s mental health, shining a light on how we can use creativity to positively communicate with our father figures.

As seen on:

- It's Nice That

- Creative Boom