‘It’s so im­por­tant that dads are taken se­ri­ously’

Closer (UK) - - Real Life -

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!

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