Dads are ‘invisible’ in health campaign
A GOVERNMENT campaign to promote health eating among families in Scotland has been criticised for showing only images of mums on the website.
Childcare experts say advertising for welfare services aimed at parents and many official documents are still “intrinsically biased” towards mothers.
Dr Gary Clapton, a senior lecturer in social work, singled out the Scottish Government’s Eat Better Feel Better campaign for having mainly images of mothers and children on the official website.
In the campaign materials the government also says it is, “getting behind the mums of Scotland to support them to make sure they can buy and cook healthier food for their families.”
Dr Clapton called for efforts to be made to reduce the “invisability” of men with children at an event in Glasgow organised as part of Year of the Dad, a national campaign aimed at promoting the role of fathers in parenting.
In another example, the reception area of a midwifery unit at a Scottish hospital was “wall to wall with women” on adverts and magazines. The only images of men were on a crime-related leaflet showing a man in handcuffs.
Research by Dr Clapton also showed that the majority of supermarket adverts aimed at families commonly depicted mums, who are usually cooking.
Dr Gary Clapton, of Edinburgh University, is the author of ‘Where’s Dad Too?’ which campaigns for more ‘father inclusive’ services and imagery.
He said: “Eat Better Feel Better is aimed at mums. All the images are of women with their children.
“Images like these tell us two things. Firstly that children and housework are women’s business and secondly, that men, by being invisible, are dispensable in the lives of families.
“These images and the messages they give out are perpetuated through a swathe of other child and family publicity materials.”
“In the Curriculum for Excellence materials there are 11 images of women and none of men.
“Walk through the door of the clinic, GP waiting area, family centre, social work office.
“These are not places where men and fathers are expected to be. Posters and leaflets on the walls and tables are mostly intended for women.”
The campaign aims to improve eating habits among Scots families, and features cookery tips, demonstrations and healthy recipes, which are shared by the Evening Times.
A spokeswoman for the Scottish Government said fathers featured in some elements of the campaign including a radio contest, cookbook and press promotion.