One of the reasons NFI gives out the Fatherhood Award™ to worthy individuals and corporations is because we believe that “lighting a candle” is often more effective than “cursing the darkness.” However, from time to time, we feel it is necessary to curse some darkness, as we did about a Huggies advertising campaign in March.
Now is another time. On June 15, just in time for Father’s Day, the Facebook page for PBS Parents posted this picture of dads in the baby food aisle, presumably on the phone with their wives, with the caption, “Ha!”
Sure, the photo is kind of funny. But, as we have pointed out numerous times before, would it fly if they posted a picture of clueless-looking women at an auto parts store? First, they would never post such a picture. Second, if they did, they would take it down the moment a negative comment came in.
After all, shouldn’t we be getting past stereotypes? PBS Parents apparently thinks so, as they posted this article called “7 Ways to Fight Stereotypes.”
Except, of course, when it comes to dads. Again, as we have often repeated here at NFI, despite the fact that there is a child-damaging trend of crisis-level father absence in America, our culture continues to think it is ok to make fun of dads, and thus, in our view, discourage them from getting involved.
Despite numerous complaints in the comments next to this photo, PBS Parents did not take down the photo, and basically shrugged off the complaints saying that they meant no offense and that it was meant as a “tribute” to dads.
I don’t believe them. They found the photo on a “humor” website that shares vulgar, even profane, photos, and captioned it with “Ha!” In other words, “laugh at these dads with us!”
I don’t know enough about PBS Parents to say whether or not the rest of what they do reflects this immature attitude towards fathers. A quick glance at their website suggests that they are mom-centered but offer resources for dads, too.
So, why the dad bashing? First and foremost, they are not afraid. They have no fear that they will lose money or business as a result of posting such content. When moms or women are offended in the public eye, they make a big deal out of it and force change. Men and dads don’t do this, and no one does it for them.
However, this could be changing. I mentioned Huggies earlier. After they received criticism from the community of dads (and moms, too), they pulled the offensive ads and have since been in dialogue with NFI and daddy bloggers in a genuine effort to include dads in a positive way in their branding and messaging.
We indicated then that Huggies’ actions may have marked a turning point in brands actually responding to criticism from fathers. So far, PBS Parents has bucked the trend.
And it may be to their detriment. Research is starting to show that fathers are an important market force. If PBS Parents and their ilk do not change with the times, the last “Ha!” could be on them.
Last month at Pampers Cincinnati, OH headquarters, NFI president Roland C. Warren presented the big baby care brand with a Fatherhood Award™ for its “A Parent is Born,” “Welcome to Parenthood,” and “Love Comes Early” video series.
If you haven’t seen these online mini-documentaries, check them out as a Father’s Day treat. They really do an incredible job of showing how important it is for fathers to be involved in the “peri-natal period” (the time right before and after the birth of a child).
Pampers is a rare breed in the baby care world in that they are one of a few brands that understands the role dads can and should play in this area. Sure, moms still buy more diapers than dads do, but according to all the research we’ve done and seen, moms are more likely to support brands that support fathers. Moms don’t want brands letting dads off the hook.
To celebrate and commemorate the Fatherhood Award™ recognition, Pampers is unveiling new rewards in its “Pampers Gifts to Grow” catalog that are very dad-centric - BBQ tool sets, professional-caliber golf balls, stainless steel water bottle gift sets, and headphones, to name a few.
This quote from Fama Francisco, Pampers General Manager perfectly sums up Pampers enlightened understanding of this issue: "Pampers recognizes that today’s fathers want to be involved in the very important role of nurturing their babies and acknowledges that it is just as important for dad – as it is for mom - to bond with baby too. With all the attention on expectant and new moms, the role of an expectant or new father can sometimes be overshadowed. That's why this Fatherhood Award™ honor is a special thrill. Whether it's been via our web-based real parenting video series or our past partnerships with the likes of great dads, Pampers is committed to honoring and celebrating dads for the unique role they play in their babies lives!”
We love this! Especially the part about the “unique role” that dads play. Again, research shows that the different approaches that moms and dads take to child care have a significant, positive impact on child well being.
We thank Pampers for their dedication to fatherhood, and commend them for doing work that will last far beyond this Father’s Day.
As regular readers of The Father Factor know, NFI recently played a key part in a firestorm of social media commentary that led Huggies to respond to the complaints of dads and modify an ad campaign to portray dads more positively. (If you missed it, check out our blog post rebuking Huggies for their original campaign and the second blog post applauding them for listening to the feedback of dads.)
The conversation about how brands and organizations can effectively reach out to dads - and why it's important for them to do so - continues. Vince DiCaro, NFI's Vice President of Development and Communication, was NFI's voice in the Huggies "debacle." The National Diaper Bank Network invited Vince to share NFI's thoughts on the important role that dads play. As we've frequently noted, calling on men specifically as fathers, and not just parents (which is often interpreted as a code word for "mothers") is key to welcoming them into the conversation. Vince elaborates on that and other ways and reasons to engage dads.
Read what he shared with The National Diaper Bank Network in his guest blog post "Today's Dads Can Help Close The 'Diaper Gap'"
I have to take a deep breath when I write blog posts like this.
While more and more advertisers are starting to realize that dads are competent parents that make or share in family purchasing decisions, there are still far too many stragglers that continue to play the dads are dumb line over and over again.
Huggies, the huge diaper brand, is one of the worst offenders. Their most recent ad campaign may take the cake for advertising that is condescending to dads and out of touch with reality. Watch the ad here
The imagery in the ad is great dads taking care of their babies. We need to see more of that. But its the voice over and premise of the ad where the problem is: To prove Huggies diapers can handle anything, we put them to the ultimate test: dads
alone with their babies
What this reminds me of are the Geico commercials with the caveman. Remember those: So easy a caveman can do it. These Huggies ads send the same message: our diapers are so easy to use that even a dad cant mess this up.
Congrats, dads! You are in the same camp as cavemen! The problem of course is that cavemen dont exist anymore, but dads do!
Compare the Huggies ads to ones where products have to pass the mom test and you will find that those are handled in the opposite way. To pass the mom test, a product has to prove that it lives up to the high standards that moms demand. Like the old Kix cereal commerial, whose tagline was, Kid tested, mom approved. But the Huggies ads take the opposite tack; the product has to be tested by dads so that it survives the low standards that dads set.
If you are not yet convinced that these ads send a terrible message about fatherhood, or that these ads are harmless and mean to be funny, think of it another way. There is a stereotype out there that women are worse drivers than men. So imagine a car commercial that says, We are putting our new car to the ultimate test giving it to a woman for 5 days to see if it survives! The outcry would be justifiably enormous
I have to wonder who in the heck Huggies is testing these messages on or what research they are looking at that shows that these sorts of insulting messages to dads are still acceptable. The reality is that dads are changing diapers, caring for babies, and being involved dads. And where they are not, we need to be encouraging them to do so because it is what kids and families need.
Huggies ad plays to old stereotypes and ultimately discourages involved fatherhood by playing up the idea that dads just arent as good at parenting as moms are. At a minimum, I imagine this ad is discouraging dads from buying Huggies there appears to be quite an uproar about it online.
What do you think of the commercial? Click here to view it and make a statement
. If Huggies is in fact committing a violation here, they need to hear from you so that things can change for the better.