For partners, funders, and collaborators

We're building a new media ecosystem for dads. Join us.

The Dads Initiative is building media infrastructure to reach fathers through the things they already love - and connect that to a vision of the world our children deserve.

Are you a funder, brand partner, creator, or researcher who's interested in working with us? We want to hear from you, and talk about working together to reach more dads.

Our Approach

Culture first. Content they actually want.

We don't make content about dads. We make content for the guy who happens to be one - at the intersection of his interests and his identity as a father.

The Model

Start with what dads love. Connect it to who they are. Engage them as men and dads who show up.

We meet men across their media diet - on the platforms they already use, through the interests they already have - and connect that to the world our kids deserve.

1

Their Interests

Sports, outdoors, gaming, style, food, money, comedy, and culture.

2

Their Dad Identity

Provider, protector, mentor, role model, friend, and connected man.

3

Content men love

Stories that inspire dads to help build the world our kids deserve.

What We Know About Our Audience

We don't need to change dads. We need to change the stories that reach them.

The voices making men feel seen are too often stoking division and grievance - while the rest of the cultural and media landscape ignores them entirely.

81%

of dads agree that “people can have their reputation destroyed just for speaking their mind”

The Opportunity

Fatherhood is a powerful entry point to reach men with kids.

When asked how they describe themselves, “dad” was the second-most named identity among 1,300 fathers - right after “man.” Fatherhood is salient and deeply felt across demographics and ideology.

Core Identity

44%

said “dad” or “parent” when asked to describe themselves - the #2 answer after “man” (52%)

The Audience

23M

dads we're focused on reaching

We measure success by what happens to the men we reach, and to the families and communities around them.

This is entertainment first. Our impact comes from storytelling, not messaging.

Our goal is to help dads:

  1. 01Show up as great fathers who help their kids flourish
  2. 02Feel more connected to their communities
  3. 03Participate in civic life
  4. 04Support policies that help families thrive
  5. 05Support a healthy, inclusive democracy

How It Works

We understand dad audiences - and meet them where they are.

Entertainment, Not Lectures

The content is culture-first and entertaining.

Dads love being fathers, but they aren't searching for parenting content online. We lead with the things men actually spend time on. The fatherhood lens is woven in, not forced on.

Multi-Platform

We reach dads on YouTube, Instagram, TikTok, podcasts, and beyond.

Through social amplifiers, original shows, and trusted creators, we build a media ecosystem that surrounds dads with content that resonates.

Content Strategy

A social-first media strategy built for dads.

Social amplifiers, original shows, and creator partnerships work together to reach fathers where they already are.

Content Production and Creator Partnerships

A media ecosystem, not a single show.

We work with established dad creators - or acquire promising accounts - to build authentic distribution and elevate pro-social stories through voices fathers already trust.

Collaborate & Elevate

Production support, narrative strategy, and format development for trusted creators.

Acquire & Launch

High-potential accounts brought into the Dads Initiative ecosystem and scaled intentionally.

Partner With Us

Tell us what you're building.

We'd love to hear from funders, brand partners, creators, journalists, and folks running adjacent organizations. A quick intro is plenty: who you are and what you have in mind.

  • Funders
  • Brand Partners
  • Creators
  • Journalists