Supporting all fathers who wish to be a “good dad” in their own way. The “Dads Grow Together with Their Children” project, presented by Otsuka Pharmaceutical’s UL・OS and SUNNY SIDE UP.
Hello, everyone!
I am Toda from the 1st Division of the Public Relations Business Headquarters at SUNNY SIDE UP.
The major turning point of “becoming a father” brings great joy, but it is also accompanied by a fair amount of anxiety and confusion.
In June 2025, a project was launched to stand by these fathers as they take their first steps, offering support for both their skin and their hearts.
This is the “Dads Grow Together with Their Children” project by UL・OS, Otsuka Pharmaceutical’s total skin care brand for men.
SUNNY SIDE UP managed this project in its entirety, from planning and proposal to video production, event management, and media exposure design.
Furthermore, by giving the name “Year 0 Dads” to the period immediately before becoming a father—a stage that previously had no clear designation—we shed light on their presence and emotions, creating an opportunity to address their down-to-earth feelings and concerns.
A support project for the new category: “Year 0 Dads”
At the core of the project is the “Year 0 Dads” support initiative.
In this initiative, we held “Year 0 Mom and Dad Photo Sessions” at pre-mama and pre-papa training venues nationwide to capture their current feelings before childbirth. After the session, photos are provided in a special mount designed to allow for the addition of a commemorative photo after the baby is born, enabling families to record their growth through two photographs.
Participants also received “The Book for Dads Welcoming a Baby” to deepen their understanding of childbirth and childcare, along with UL・OS Skin Lotion and medicated lotion from the infant brand BeanStalk. This reflects our desire to support their first steps as fathers through the experience of caring for their skin together as a parent and child.
Production of the video “A Candid Discussion Among Us Soon-to-Be Dads”
For the web video “A Candid Discussion Among Us Soon-to-Be Dads,” released for Father’s Day on June 15, SUNNY SIDE UP was consistently responsible for everything from planning and casting to video production and media exposure.
Six “Year 0 Dads” appeared in the video, engaging in a candid discussion about their ideals and the reality of becoming a father, balancing childcare and work, and sharing messages for their future children.
The warm and sometimes humorous realistic talk resonates not only with men in the same position but also with those supporting partners who are about to become fathers.
As a result, the project achieved wide exposure not only in childcare and lifestyle media but also in advertising media, creating a social movement that views “becoming a father” in a positive light.
Conclusion
How was it?
What UL・OS proposes is not about “transforming” or “dressing up,” but living a life that is true to oneself.
This project, which SUNNY SIDE UP accompanied, supports all fathers striving to be a “good dad” in their own way as they grow both as a father and as a human being.
A story that begins from the moment you become a father.
We will continue to cheer on everyone standing on the new stage of being a “Year 0 Dad,” from their skin to their hearts.
SUNNY SIDE UP handles a wide range of projects, including childcare and lifestyle, consistently from planning to management and communication.
What can be achieved through the power of communication? We welcome consultations starting from such questions. Please feel free to contact us using the “CONTACT” button below.
