Target: Procter & Gamble
Sponsored by: Armin Brott
Procter & Gamble’s campaign for the upcoming London Summer Olympics: “Thank you, Mom.” Only mom? Really? As far as P&G is concerned, dads simply don’t exist.Â
But when it comes to sports, research shows that dads play the primary role in sparking an interest and in physical practice. P&G acknowledges what moms do (and they do a lot!). So why leave dads out?
Ignoring dads is insulting and offensive. How about, “Thank you Mom and Dad” instead?
The contributions fathers make to their children’s development are quite powerful. Studies find, for example, that kids with an actively involved dad:Â
– Are more social as infants, better problem solver as toddlers, and have higher IQs at age three.
– Get better grades in school and are more likely to graduate and go on to college
– Have better friendships and fewer mental health problems.
– Are less likely to get involved in criminal activity, abuse drugs or alcohol, or become teen parents.
– Have more successful and more fulfilling careers as adults.
– Are more independent, work harder, have more self-confidence, and are more resilient in the face of defeat–critical traits that every athlete needs to succeed.
This is the 21st century, P&G. Today’s dads are involved at every stage of our childrenâ€™s lives. Ignoring us as parents is insulting. Alienating us as consumers isnâ€™t good for business.
Please join me in urging P&G to start including dads in their advertising and to acknowledge and celebrate the wonderful things dads do to help their children thrive