Harry’s taps consumer insights for Father's Day campaign on male connection and care

Men’s personal care brand Harry’s has partnered with comedian and actor Asim Chaudhry on a new campaign, "Dial Up The Feel Good".

Launching ahead of Father’s Day, the campaign focuses on the ways men communicate care and affection through everyday interactions, including phone calls, humour, memes and casual check-ins.

The campaign follows YouGov research commissioned by Harry’s among 2,000 UK men, which found that humour and informal communication play a role in how many men maintain relationships and discuss emotions.

More than half (56%) of respondents said humour or "banter" makes emotional conversations easier, while 41% said sending a funny meme or video is a way of showing someone they are thinking about them without making the interaction feel too serious.

Open-ended responses suggested that many men express care through everyday messages rather than overt emotional language, with examples ranging from "Did you see the result last night?" and "Fancy a pint?" to practical check-ins such as "Need anything from the shop?" and "Hope the back’s alright".

The research also highlighted differences between generations. Seven in ten (70%) men said they are more likely than their own father or father figure to ask their children how they are really doing, while 67% said they are more likely to openly say "I love you" to their children.

To support the campaign, Harry’s and Chaudhry are launching a public mural and interactive phone installation at the Great Eastern Art Wall in Shoreditch, running from until 7 June 2026.

Visitors are invited to pick up the phone and listen to messages, jokes and prompts recorded by Chaudhry before leaving a voicemail for their father, father figure or someone they care about.

The installation is intended to reflect the ways many men communicate through humour, shared interests, practical conversations and everyday interactions.

The Feel Good Hotline will also be available online at feelgoodhotline.com, where visitors can access additional messages, stories and prompts designed to encourage people to get in touch with those close to them.

Olly Walker, Brand Manager at Harry’s, said: "We know checking in with someone you care about can sometimes feel awkward, or like you need to find the perfect thing to say.

"But our research showed that the moments people appreciate most are often the simplest - a quick message, a small gesture, or just knowing someone’s thinking of you.

"Sometimes meaningful connection is just taking a moment to reach out, and that small check-in can make a real difference.”