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Hits & Misses will serve as a Media watch; listing father friendly companies and organizations, and pointing out those that need improvement. It is Not about products, but their marketing approach.
THE HITS:
Johnson & Johnson :
While watching 20,000 Leagues Under the Sea (new version). They just had an ad by Johnson & Johnson, a tribute to mothers on Mother's day. It included the line ".to all the fathers who are mothers." My wife caught it too, not derogatory in any way. I liked it as did she. - Chris
NYNEX (Telephone) & STAPLES (office supplies) for their TV Commercial depicting at home dads.
THE MISSES :
Pampers & McDonalds. who have raised the ire of many dads because their Campaigns start out with "parents" but conclude only with mom. "Pampers is committed to helping moms give the highest quality in baby care." As if a dad has never hanged a diaper!
McDonald's want to thank parents for being patrons of their eateries. One has only to join McMoms! Does their market research show that dads are not patrons of their eateries, or that Dads are not parents? No one is begrudging McDonalds their McMom Club, either start by thanking just Moms, or finish with a McDad club, too.
Ed note-----
These companies were singled out because letters of complaints were sent and they failed to respond or comply. For more on the pampers story go to Hal Levy's site at; www.daddyshome.com
THE BIG WHIFF. . .
This High Honor goes to the National Institute of Child Health & Human Development and their federally funded study on the effects of childcare. (as reported by Sue Shellenbarger of the Wall Street Journal) Two points of contention : Apparently there was no interest in determining the effects of childcare on the Father-child relationship (only mother-child) and more importantly : They have defined Childcare as; care by anyone other than a mother. Including grandparents & fathers! This gives credence to the oft heard lament, "I am the Father, Not the Baby-sitter!"
POINT of FACT :
In 1992 Child Magazine sponsored a search for the most "father friendly" companies in the nation. It found that so few were qualified - or even interested in applying -- that it stopped a similar search in 1993 (from Human Resource Mgmt. News, Nov. 21, 1994 )
This section will serve notice to all the Companies who sell their products at the expense of the Dads, by depicting them as inept and ineffectual. . . Can't cook, can't clean, can't manage the house or children - Kelly's Tires which has an ad with a dad "Dumping His Kids" off at his mom's on a Saturday to go off riding with his friends. Please Stop. Please portray a Father in a more positive light.
I could have gone on for a whole page,and more, but opted for brevity. Hopefully enough people will get the message and this page will phase itself out. Until then, please send in your nominees! -james
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