Help-Dad is a new campaign and website from Swedish vegan brand Oatly that's focused on helping children convince their dads to quit conventional dairy products. The campaign and resources were compiled based on research that shows that middle-aged men are the least likely to adopt a plant-based lifestyle. The ads are centered around teenage kids shaming their dads into trading cow's milk for a more sustainable plant-based alternative.
As Oatly creative director Michael Lee says, "Help-Dad’ is our way of helping teens help their dad or mum or uncle or anyone else in their life in need of some veggification, to adopt a more plant-based lifestyle." On the site, there's information about veganism and climate change, conversation starters and comforting meatless recipes for beef stroganoff, spaghetti bolognese and chicken tikka masala.