A father angry at the portrayal of fathers as ‘hapless, passive parents’ has set up the ‘world’s first agency of dad’ to challenge the stereotype.
Worthing resident Dan Flanagan’s agency, ‘Don’t Believe the Hype’, will produce campaigns for brands which capture the essence of fatherhood.
Mr Flanagan said the idea followed several high-profile firms releasing campaigns which failed to recognise the important role fathers played.
He said: “There are over 6 six million dads with dependent children in the UK, yet the majority of brands still treat us like we are buffoons – making lame jokes suggesting we can’t dance or change a nappy.
“Our aim is simple; we want to change this.”
Mr Flanagan quit his job as a senior analyst last September, in order to become a stay-at-home dad to four-year-old Nathaniel.
The agency is a collaboration between a number of like-minded people.
It has produced its own ‘dadifesto’, highlighting its aim to challenge portrayals of fathers as ‘hapless, passive parents in the media’.
To find out more about the agency, or to read the ‘dadifesto’, visit www.dontbelievethehype.biz/dbth-agency/the-dadifesto