In a space dominated by support and resources created for mum, Family Man aims to help dads become more involved in the parenting process, particularly when dealing with their children’s behavioural issues.

We came up with a concept called 'Dial-a-dad' that spoofed a 80's style 1800-dial-in teleadvice hotline with woefully inadequate advice, to highlight the inadequacies of old-school parenting resources compared to a new-age era of parenting that is now easily accesssible online.