Online card retailer thortful is challenging the traditional ‘perfect dad’ narrative with a provocative new Father’s Day campaign highlighting the realities of modern family relationships
Created by 10 independent designers, the campaign features more than 50 cards reflecting experiences often overlooked by the greetings card sector, including estrangement, absent fathers, step-parents and single mums fulfilling both parental roles.
The launch is backed by research commissioned by thortful, which reveals shifting attitudes towards Father’s Day. Findings show one in five Brits would swap their dad for a different one, while nearly a third admit pretending to have a better relationship with their father than they actually do. One in four would rather celebrate their mum than their dad, and one in five believe not all dads deserve celebrating.
Thortful managing director Pip Heywood said the campaign aims to create “a sector in the market for honesty, nuance and recognition of every experience”.
The campaign is intentionally designed to spark conversation and debate, tackling taboos rarely addressed within the greetings card and gifting industries.
