“Dad Can Do It Too” Campaign promotes active fatherhood

A social campaign titled “Dad Can Do It Too” has been launched by Dominika Adamczyk, a student at the Institute of Media, Journalism and Social Communication, Jan Kochanowski University, Kielce, Poland. The initiative aimed to address the persistent stereotype that parenting responsibilities primarily fall on mothers, while fathers are merely relegated to a supporting role.

Recognizing the importance of promoting a partnership model within families, the campaign sought to highlight fathers as active and nurturing parents who are equally involved in childcare. Through an online survey distributed across the Świętokrzyskie Region, the campaign collected data from both men and women to gain insights into parental roles and perceptions.

Key findings from the survey reveal that fathers often evaluate themselves more critically than women, yet most female respondents rate the fathers of their children highly. However, women tend to have a better perception of fathers’ roles than they do of their involvement. Additionally, men find it easier to list activities they engage in with their children compared to women.

The campaign extends beyond research, incorporating various activities both online and offline. Examples include the #superdad2024 contest on social media platforms, where moms showcase the exceptional parenting skills of men, and the “Dad Reads to Kids” podcast series, promoting reading to children and featuring fathers as guests.

Furthermore, the campaign emphasizes the importance of father-child bonding through a promotional product—a book combining a diary and challenges for fathers and children. Through platforms such as Facebook, Instagram, TikTok, and YouTube, the campaign aims to challenge stereotypes and encourage active fatherhood.

Read the full study here.