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Ping Pong
Cosmopolitan father, a new father?
Active parenthood
Bayer launched the campaign “Papai Manda Bem” (“Daddy rocks”) aiming to motivate the active parenthood and to help fathers understand the importance of their role, by making them get involved and participate in the routine of their children´s care. “Besides, with this closer relationship, fathers will consequently become more active consumers of children´s healthcare and wellbeing products. Mothers will keep being the main consumers, however, we expect products to be purchased and chosen by fathers as well”, highlights Mariana Hagel, marketing manager at Bepantol Baby in Brazil.
Diaper changing stations with no restrictions
Mariana says that, after analyzing the structure offered to parents and children by commercial establishments, and also motivated by the petition created by Ashton Kutcher for diaper changing stations in men´s rooms, people noticed the difficulty that some men with children face when they are in public places that have diaper changing stations just for mothers. Due to this fact, one thousand diaper changing tables for both genres will be given out. “Besides, we will send stamps with the campaign signature “papaimandabem (#daddyrocks), to make sure these places will be sealed for having a diaper changing station to receive both father and mothers with their babies”, says Mariana.
The new father´s profile
What is the new father´s profile? “Participating and being present in the baby´s life is already a major benefit to the family. We believe, by being in contact with this new fathers´ universe, that this change is really taking place and that the new father´s role concerns bringing up and being dedicated to their children, not only providing financial support”, she wraps up.
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