Safaricom has always been a part of Kenya’s daily life, connecting people to opportunities and to moments that matter. But over time, the brand had grown distant from its customers. On Father’s Day, Safaricom saw an opportunity to reconnect not through products, but through something deeper: emotion.
Many of us grew up seeing our fathers as heroes, yet as we got older, that bond changed. Research showed that fathers spend less time with their children than mothers do, which often affects closeness and vulnerability.
Time had built distance, and Safaricom wanted to help bridge it.

We created #QuestionsToDad, a social experiment that gave families a reason to talk again.
We brought fathers and their children together, sat them down for half an hour, and asked them questions they had never said out loud. Some were lighthearted, others deeply personal. Cameras rolled, emotions spilt, and for the first time, both sides spoke and listened.
The stories became a moving Father’s Day film that ran on Safaricom’s platforms and inspired others to do the same. We shared downloadable question cards so anyone could recreate the experience at home. Influencers joined in, sharing their own videos and driving conversation online.

In just seven days, the campaign reached more than 1.7 million people and generated over 15 million impressions The video was viewed over 360,000 times and sparked a national conversation about fatherhood, love, and connection.
Positive brand sentiment rose by 35%, showing that the brand had reminded people that, behind the network, there are real stories and real hearts.
#QuestionsToDad was a reminder that the strongest connections are human.