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You know something is changing with men’s attitude towards work vs fatherhood when you see a advertising campaign with the message “Am I a good father?”.

Especially when you realise that it is a global campaign for an investment bank like UBS is making it.

Let me say that again: A global, investment bank is trying to attract new customers by running a campaign about fatherhood…

It is bold.

(And honestly a bit stupid, since the banking industry and especially the investment banking part of it is known for ridiculous long working hours of up to 90-100 hours per week. (Source)

I guess the campaign is targeted at the bank’s customers, not its employees. (Then again, those customers are probably also working way too much.)

But just the fact that a advertising campaign for a global investment bank has fatherhood as a theme is just awesome.

Change can not come unless we first start to address the issues.

Will the men of tomorrow prioritise “work-life balance” more in the spirit of “life-work balance”? In other words, will they put “life” before “work”?

We will see.

I actually think so.

And I think that the fact that someone in an advertising agency thought this campaign was a good idea is proof of it.

And I think that the fact that someone at UBS decided to run it is another proof of it.

Change happens in small steps, but many small steps create a long journey.

I salute UBS for the decision to run this campaign. I just hope that they also make sure that the message that it brings is brought back to its own organisation.

 

(Below is the video ad that goes with the campaign.)

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Fredrik Haren

A blog about the magic of fatherhood and paternity leave. Written by Fredrik Haren, professional speaker and author who is now on semi-paternity leave with his three children.


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