Gillette Arabia is launching a collective mission to encourage the region to reach out to their dads this Father’s Day. The campaign is inspired by a key insight: conversations with fathers tend to be less instinctive and frequent than with mothers, often becoming reserved for practicalities.
Gillette is encouraging Dubai to help change the narrative – an in-person ‘Dial Dad’ pop-up at Dubai Festival City Mall from the 18th – 21st June will allow the community to reflect on the importance of connection with their fathers and father figures by reaching out for free via phone call, no matter where they are in the world.
The pioneering mall activation will be an interactive experience, offering visitors personalized keepsakes and the opportunity to make a simple, yet significant, gesture in recognition of Father’s Day. The aim is to encourage as many phone calls as possible, and Gillette will be keeping count across the campaign to track the number of meaningful conversations generated between families.
“Following a successful campaign last year, where we brought to light the regional invisibility of Father’s Day, we wanted to seize the opportunity to promote important conversations around connection, masculinity and fatherhood during this significant holiday,” said Aly El Guezery, Brand Director at Gillette Arabia.
“In the region, Mother’s Day dominates public attention and, more broadly, many people admit they don’t call their dads as often as they should. We’re using data to shape this next phase of our Father’s Day campaign, launching a collective mission to celebrate the importance of connection, and encouraging people to reach out to their fathers across the globe through our interactive Dial Dad centers.”
Research highlights a clear gap between mothers and fathers in how often they are in contact with their adult children; 40% of mothers say they text with their adult child every day, compared with just 19% of fathers.
“As social change continues to usher in a new era of masculinity and, in turn, fatherhood, we wanted to highlight the emotional value fathers can provide and the importance of staying connected. At Gillette, what we offer isn’t just practical, it’s personal, and we want to be at the forefront of a new era of fatherhood, encouraging connection and celebrating the emotional bonds that shape modern masculinity,” said Aly El Guezery.
The in-person activation will offer attendees the opportunity to connect with their community, engage with their fathers and father figures in a fun, family-driven setting, take home a keepsake photo memory and be part of the total ‘Dial Dad’ count and international map, helping demonstrate the importance of fatherhood in the region and across the world.
Celebrate Father’s Day and the power of connection on 18th – 21st June at Dubai Festival City Mall on the ground floor outside Zara.
