Austrian Federal Ministry For Women And Public Service Film REAL MEN TAKE PATERNITY LEAVE by Lowe GGK Vienna

REAL MEN TAKE PATERNITY LEAVE

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Industry Public awareness
Media Film
Market Austria
Agency Lowe GGK Vienna
Director Alexander Kleinberger
Executive Creative Director Alexander Zelmanovics, Dieter Pivrnec
Art Director Marcus Hartmann
Copywriter Marco Kalchbrenner
Producer Thomas Brunner
Account Supervisor Rudi Kobza
Production Sabotage Filmproduktion
Released November 2010

Credits & Description

Category: Public Awareness Messages
Advertiser: AUSTRIAN FEDERAL MINISTRY FOR WOMEN AND PUBLIC SERVICE
Product/Service: PATERNITY LEAVE AWARENESS
Agency: LOWE GGK
Production Company: SABOTAGE FILMS, Vienna, AUSTRIA
Date of First Appearance: Nov 15 2010
Chief Creative Officer: Dieter Pivrnec
Executive Creative Director: Dieter Pivrnec
Creative Director: Marcus Hartmann/Marco Kalchbrenner
Copywriter: Marco Kalchbrenner
Art Director: Marcus Hartmann
Account Supervisor: Rudi Kobza
Producer: Thomas Brunner
Director: Alexander Kleinberger
Sound Design/Arrangement: Mg-Sound
Post Production: K-Effects
Account Manager: Talin Seifert
Director Of Photography: Peter Kappel
Editing Company: Sfpost

English Description
Traditional role models that have been incorporated over the centuries as well as the big gender pay gap are the reasons why in Austria only 5% of all fathers decide to go out on paternity leave. The new child allowance system, which is related to salary, undermines the argument of not taking paternity leave due to financial reasons.

To create awareness in the Austrian society that paternity leave is cool and modern. Men who take paternity leave should no longer be regarded as exotic.
We show the so-called “real man” with his child in an exaggerated way. With the clear campaign idea “Real men take paternity leave” we appeal to men’s pride and honour.