The month long awareness campaign, called Dads at Work, will feature from today (18 February) on posters and consumer information leaflets distributed to 23,000 organisations, such as GP surgeries and ante-natal clinics. The campaign has been designed by Four Communications with Red Nomad devising the online work.
There will also be online banner advertising to appear on websites that attract high volumes of ’dad’ visitors. The ads will direct dads to the website www.direct.gov.uk/dadsatwork for detailed information.
The campaign will focus specifically on helping fathers understand their rights in regard to requesting flexible working, in regards to paid paternity leave and in regards to unpaid parental leave.
BIS has unveiled new research that shows a significant number of fathers are not aware of their rights at work and therefore could be missing out on their entitlements.
Employment Relations Minister Lord Young says: “We know that rights for dads at work are valued by people and that businesses also see real benefits in offering them. But our research shows that there are still some dads out there who are not aware of what they are entitled to and could be missing out. The marketing campaign and messaging therefore needed to be very eye catching to men and easy to understand. We wanted to ensure dads know what they can do and help them have more confidence as they weigh up what works best for them and their family.”