Paternal Empowerment

self-devised project

Paternal Empowerment

Narrative

My self-devised project explores the subject of parental equality in relation to outdated gender stereotypes in society. My aim is to modernise attitudes towards the role of a modern father by breaking down archaic attitudes towards parental roles. Additionally, challenging attitudes of masculinity through redefining what it means to be masculine as a father, inspiring men to be seen as nurturers and to see themselves as strong caregivers. The core message is to encourage men to not feel that their level of masculinity has any relation to the role of being a father.

Proposal

Fatherhood is not linear to a mans masculinity. As society continues to evolve, the modern dad and the concept of dadhood is being redefined and will continue to breakdown gender ideals and toxic masculinity. Fatherhood is becoming trendy and the zeitgeist for future generations to come.

The paternal empowerment campaign in collaboration with Lego.

The paternal empowerment campaign gives fathers the tools to become more emotionally open with their children through Lego play, helping them to get more comfortable with showing affection & being nurturing caregivers, strengthening the father-child bond in a playful, fun environment.
Self-devised project outcomes

My secondary outcome is a zine as this is the area, I envision myself working in. Writing for a magazine company is where I can utilise my writing skills and combine it with photography.