‘It’s so important that dads are taken seriously’
Both parents have an important role to play in their children’s lives, and the makers of breakfast cereal Coco Pops were forced to recognise this when they changed the slogan on their reduced sugar boxes after fathers complained it was sexist. Dads in the campaign group Fathers4justice staged a protest at a supermarket in Peterborough over the slogan, which read, “Improved recipe, loved by kids, approved by mums.”
I’m not in a situation where I’m a single father, or a father who is fighting for custody, but I have friends who are, and it’s incredibly important that fathers are taken seriously in their positions. Everyone is trying to be more fair in how we treat the issue of gender roles, and the fact that the company behind Coco Pops changed their slogan is reflective of that.
Mums and dads are both crucial to their children’s lives. Now my sons [Sam, 13, and Jack, 11] are hitting their teenage years, I feel more than ever they’re in need of male influence. When they were little, they’d go to my wife Annie, but now they’re looking for a male perspective. Sadly, it’s not always possible to have both parents involved, but if your kids wake up with a smile and look forward to the day ahead, then that’s half the battle!