A social campaign video highlighting fathers who actively support breastfeeding, home parenting, and family wellbeing through a community running event at Car Free Day.
The Ayah ASI Run video was created to tell the stories of fathers who take an active role in supporting their wives through breastfeeding and home parenting. More than an event documentation, the video became a warm portrait of shared responsibility inside the family — showing that a father’s support can make a meaningful difference in a mother’s journey and a child’s early development.
Implemented in 2014 through a running event at Car Free Day, the initiative used a public, energetic, and community-driven format to bring an important family message closer to everyday audiences. By combining movement, togetherness, and personal stories, the video helped transform the topic of breastfeeding support into a relatable social conversation.
The project needed to communicate a simple but powerful idea: fathers are not just observers in breastfeeding and parenting — they are part of the support system. The video had to capture the spirit of the event while also presenting the deeper message behind it, balancing emotional storytelling with the positive atmosphere of a public running activity.
Our approach focused on highlighting real moments: fathers participating, families gathering, and the community coming together around a shared cause. The tone was kept sincere, supportive, and uplifting, allowing the campaign message to feel human rather than instructional.
A purpose-driven video crafted to communicate the importance of fathers’ involvement in breastfeeding support and home parenting.
Narrative development that focused on real family support, fatherhood, motherhood, and shared parenting values in an accessible way.
Car Free Day Event Highlight Event coverage that captured the energy of the 2014 running activation, turning a public gathering into a meaningful campaign moment.
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