HBF provides dads with advice with newly launched digital content hub via Mahlab Media

Content marketing agency Mahlab Media has launched DAD (Direct Advice for Dads), a digital content hub, commissioned by health insurer HBF, that provides practical advice for dads, by dads. Appropriately, the platform, which targets planning, expectant and new dads, was launched on Father’s Day 4th September.

If you’re planning to become a dad, have a baby on the way or have just become a dad, you’ll have questions that only men who have been there before can answer. The vast majority of information about pregnancy and early parenting is aimed squarely at mothers, leaving a huge gap in the market for someone willing to talk directly to ‘the other parent’.

Mahlab Media and HBF have developed a content hub to fill this gap. Written for dads by dads, Direct Advice for Dads (DAD) is a combination of videos, articles and interviews that equip dads to be the best fathers (and partners) they can be.

Says Bobbi Mahlab, managing director of Mahlab Media: “The DAD platform helps to give dads confidence through of one of their most significant life stages. We’ve designed an easy-to-navigate, humorous site, which feels like chatting to a mate who has gone through the same experience.

“We are so excited to be HBF’s content marketing partner and to be launching what we believe is an Australian first for Australian fathers.”