March 18, 2021
A campaign to improve positive engagement of a father’s role in a child’s early learning & overall development
18 March 2021, Lucknow: HCL Foundation, the Corporate Social responsibility arm of HCL Technologies in India and Sesame Workshop India Trust, the local arm of the internationally renowned non-profit media and educational organization behind Sesame Street, today announced the launch of the Daddy Cool campaign that’s going to be rolled out in Lucknow, Uttar Pradesh.
The campaign focuses on improving positive engagement of fathers in child’s early learning & overall development by creating content focused on the role of fathers. It is expected to bring change in attitudes and behaviours that break down stereotypical male and female caregiver roles so that fathers exhibit more positive parenting practices and nurturing interactions with children.
Targetted at fathers in the age group of 25-44 years living in the urban slums of Lucknow, the Daddy Cool campaign, will build on the importance of the paternal engagement with young children through a multi-channel approach using Radio and Social Media. This would include distribution of audio public service announcements over radio channels along with discussions with experts . Videos will also be disseminated through YouTube, Facebook, Twitter, Instagram and amplified via partnerships with NGOs working in ECCE and Gender, as well as education experts and influencers.
The initiative is based on the findings of a baseline study** conducted last year to ascertain the role of a father in a child’s early learning and development. The study was carried out by HCL Foundation and Sesame Workshop India Trust in Lucknow, among 345 fathers of children in the age group of 3-8 years, with an equal split across socio-economic categories in Lucknow. One of the key learnings that emerged from the baseline study was that the pandemic has resulted in bringing fathers closer to their children. The study also informed about existing parenting trends and changes in time spent with children due to COVID situation, understanding the demographic profile, consumption of media and patterns of social media engagement of fathers among others.
These findings have been utilised to build appropriate content by Sesame Workshop India Trust and form the Daddy Cool campaign to make the father aware that their engagement with the child in their daily routine helps the child better develop.
“The research from the baseline study is extremely encouraging and demonstrates that today’s fathers across socio-economic categories realize the importance of their involvement in their child’s early learning and development” said Nidhi Pundhir, Director – HCL Foundation. ”We are proud to partner in this initiative with Sesame Workshop India Trust and committed to creating resources and tools to help fathers in increasing their roles with children and families” Nidhi Pundhir added.
An upcoming notion within policy is to find ways to encourage fathers’ participation in children’s lives and view them as co-contributors to gender equity and family wellbeing. While much is being done around building parental capacity for child development, parent-training content and programs targeting or including fathers, have been few and far between.
“Research shows that an involved dad can make a big difference in the lives of his children. His involvement is positively correlated with children’s overall social competence, maturity, and capacity for relatedness with others. Dads have unique strengths and unique needs. So, how can we best support them? Together with HCL Foundation, we have launched this initiative to build on learnings and help fathers realize their potential in helping children achieve their dreams,” said Sonali Khan, Managing Trustee, Sesame Workshop India Trust. “We believe in using the power of the beloved Muppets of Sesame Street, to design resources to build on how crucial fathers are to their children and families, and how one can empower them to foster nurturing connections with the children in their lives.”
The aim and purpose of the Daddy Cool campaign is to contribute to improving gender roles in a child’s upbringing. From an increase in time spent between father & child, to an improved joyful learning experience -- right from enhancing the degree of involvement in caregiving activities
to resorting to positive communication, mentoring and disciplining styles, to spending more amount of time in positive engagement activities with their child to challenging gender stereotypes associated with their role in child’s life and play.
About HCL Foundation
HCL Foundation (HCLF) was established in 2011 as the Corporate Social responsibility arm of HCL Technologies in India. It is a value-driven, not-for-profit organization that thrives in contributing toward national and international development goals, impacting the lives of people and communities through long-term sustainable programs. It is working towards bringing about positive transformative shifts in the lives of the vulnerable communities in India, as well as globally. HCL Foundation’s core values are Credibility, Transparency, Accountability, Outreach to the Unreached, and Sustainability & Scalability. For more information, log on to www.hclfoundation.org
About Sesame Workshop India Trust
Sesame Workshop India Trust is the Indian arm of Sesame Workshop, the internationally renowned non-profit media and educational organization behind Sesame Street, the pioneering television show that has been reaching and teaching children since 1969. We reach kids in their earliest years to provide them access to life-changing early education, critical health lessons, and helpful tools for tough situations via a combination of television, radio, digital media, mobile technologies, and community outreach across 11 states in India. Since 2006, Sesame Workshop India has reached children through mass media including Galli Galli Sim Sim, the local version of Sesame Street, and now reaches children with engaging and educational content featuring the beloved Muppets of Sesame Street. For more information, log on to sesameworkshopindia.org