After the award-winning clarion call that was Year of the Dad, we're unleashing a new campaign to continue what we all started. It's time to #DadUp! Let us explain...
WE HAVE A VISION to inspire and create a truly father-friendly world.
A world where diversity is celebrated and the nurturing role of fathers is recognised and respected.
Tired stereotypes trap both genders: what does "Man up" mean in a world where caring and earning are shared responsibilities?
We all benefit when dads are empowered as caregivers: women, children, families, employers and society at large.
So whether you're an organisation, a family or a firm, join us in this cultural revolution - and see both homes and workplaces flourish.
Let dads do the hardest, richest job in the world.
HELP THEM CARE. GIVE THEM LEAVE. RESPECT THEIR RIGHTS.
It's time to #DadUp