IT'S WHAT DADS DO
Father's Day provides MaskUpMKE with an exciting opportunity to make our campaign seasonally engaging, expand our messaging, and reach more of our male audience. The tone of this campaign is more identity-related, rather than just responsibility-related. "I wear a mask because of who I am" rather than "I wear a mask because I'm told I should."
We refer to this campaign as #It'sWhatDadsDo to launch the week of Fathers Day. The copy below could represent the script for a radio or TV spot - or be the theme of a weeks-long social media campaign.