Counteracting the stereotypical messaging surrounding around Father’s Day, Campaign Against Living Miserably (Calm) has teamed up with The Or to redesign cards and centre positive messaging.
Over thirty artists, including Marylou Faure, Hattie Stewart and Oli Fowler, have contributed work to the project from the mental health awareness charity, which helps steer messaging away from generic, reductive and negative stereotypes like playing golf, being ‘dad’s taxi’ and drinking beer.
Instead, the designs focus on positive and loving narratives and will be accompanied by a description from the artist – often with a message of gratitude and love towards their own father figures.
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From 23 May, each design will be up for auction via the Auction Collective, with the public able to bid for their artwork and receive the card in time for Father’s Day.
“Mother’s Day card designs are always thoughtful and heartfelt. ‘Happy Father’s Day you old twat’ or a picture of a pint of beer doesn’t quite have that same level of warmth,” said The Or executive creative director Charlene Chandrasekaran.
“The Father’s Day Redesign is here to shine a light on how we communicate with our father figures, reframing the narrative with positivity and openness.
“We’re thrilled to partner with CALM on this project, as well as an array of exceptional artistic talent.”
