Digiengage Nigeria, A Lagos-based digital marketing agency decided to spend Father’s Day reliving the experiences of most African youth when they verbally express love for their fathers. The campaign tagged #TellDadILoveYou sought to explore the dynamics of love expressions between African fathers and their children in a social media age with WhatsApp being the comfort zone for most parents.

Digiengage’s Chief Strategy Officer, Adejoke Adekunle explained the reason for going this particular route on Father’s Day.

“We totally understand that many people may see this as the opposite of appreciating Fathers and also projects them as emotionless beings but we have been able to read between the lines in the responses of African fathers to see the love they feel. Our hope is that through this, more youths will see the importance of expressing love for their fathers and getting them to be comfortable with receiving love.

“Thanks to social media, we got different reactions, mostly positive – from all over Africa and also received more user-generated #TellDadILoveYou responses. We’re glad we were able to bring smiles to people’s faces on Fathers’ Day”.

On how the ideas were formed, Digiengage’s Creative Director, Oladipo Awopeju, said, “We drew most of the responses from our personal experiences, we each had a #TellDadILoveYou moment and collated the replies, we also compiled experiences from our friends and some people we follow online who had shared their stories.

When was the last time you told your Dad "I love you" and what was/is his reply? #TellDadILoveYou #FathersDay

— DigiEngage Nigeria (@DigiEngageNG) June 18, 2017

Editor