Information campaigns within 4 Hands Happiness project were developed by the United Nations Population Fund in cooperation with the Ministry of Social Policy of Ukraine and have been ongoing since 2015. The main goal of the campaigns is to overcome stereotypes regarding the unequal distribution of housework and childcare. The project also emphasizes the importance of involvement of daddies in childcare and the need to introduce paternity leave.
Currently, the information campaign has 3 waves:
- During the 2015-2016, the main message of the campaign was - "Remember, it is twice as easy together!" The purpose of the campaign was to shape attitudes towards housework as a joint duty of men and women.
- In 2017, UNFPA Ukraine updated its images and enhanced its campaign by engaging celebrity fathers. So, during 2017-2018 the campaign communicated “I take care of my children as much as my wife does” and the famous fathers - Taras Topolya, Sergey Krivtsov, Andriy Pyatov, Vasyl Virastyuk, Taras Stepanenko, Anton Kanibolotsky - became its ambassadors. The purpose of the campaign was to raise the audience awareness of equal involvement of men and women into childcare.
- At the beginning of 2019, we launched educational videos for fathers in the framework of 4 Hands Happiness project by adding new messages #SuperDadsCan and even more positive examples of responsible fathering. The male celebrities engaged into campaign represent different professions - singer Taras Topola, television and radio host Andriy Shabanov, blogger Dmitry Stuzhuk, entrepreneur Sergiy Tsybulsky, doctor Yuri Krivonis, journalist and writer Artem Chapai, actor and singer Arthur Logay, football player Bogdan Butko. Our 26 educational videos with involvement of celebrity fathers and experts cover the following topics: psychological basis of fathering, sexuality education, first aid for a child, career choice without stereotypes, paternity leave, partner delivery, and family planning.
4. In 2020, we developed a new wave of campaign that will cover 2021-2023. To receive more information on the fathers involvement, the impact of the previous waves of campaign and to learn on men's attitudes to topics related to household and child care, we conducted a national survey "The role of men in caring for and caring for children." Using the obtained data, we developed a new wave of the #dadACT campaign, which created a social video "Don't miss the important things", created the first simulator of relations during lockdowns in Ukraine, and conducted a national information campaign for Father's Day together with ICTV.
To learn more please visit the 4 Hands Happiness website - zags.org.ua and Facebook page.
