Some interesting new adverts have recently emerged as part of a UNIFEM campaign in Trinidad and Tobago called 'Share the Care'. The initiative seeks to get more fathers to take on caring roles in their children's lives.
For more see: http://www.guardian.co.tt/womanwise/2010/12/05/unifem-launches-share-care-ww
For more see: http://www.guardian.co.tt/womanwise/2010/12/05/unifem-launches-share-care-ww
However, although undoubtedly father involvement is an important issue, somehow UNIFEM have managed to reduce the complexity of fathering and parental relationships,and made them so simple. It would seem all it takes is one visit from the social worker and all of the apparent 'problems' of family life - attributed to single motherhood (see T&T Guardian article above) - are cured when daddy appears.
Furthermore, the T&T Guardian newspaper quotes the makers of the ads, saying,
'The campaign producers tried to represent the mix of cultures and classes here in T&T so that the messages would reach everyone'.
But, interestingly, we only seem to see men and women cohabiting in nuclear family arrangements, enjoying a visibly high material standard of living. It's a nice picture of a middle class family ideal that the ads paint. But I do wonder how many real fathers - who care on a day-to-day level for their children in often complicated circumstances - really experience such a neat and tidy picture. I also wonder what such dads might make of the adverts.
I guess I'm playing devil's advocate a bit here, and maybe The UN's intentions are more benevolent than I'm giving them credit for. After all the people in the ads look pretty happy, and it's got to be better than another car advert filling peoples TV screens.
Food for thought, for anyone who cares (excuse the pun).
