Traditional role models that have been incorporated over the centuries as well as the big gender pay gap are the reasons why in Austria only 5% of all fathers decide to go out on paternity leave. The new child allowance system, which is related to salary, undermines the argument of not taking paternity leave due to financial reasons.To create awareness in the Austrian society that paternity leave is cool and modern. Men who take paternity leave should no longer be regarded as exotic.We show the so-called “real man” with his child in an exaggerated way. With the clear campaign idea “Real men take paternity leave” we appeal to men’s pride and honour.