All things being equal, some campaigns aren’t

There’s a lot of talk about equality these days, and with good reason. Exclusion is on the rise. People are being left out. Groups are ignored.p&g11.jpg

It’s no wonder that the mega, multi-national consumer goods corporation P&G started a #WeSeeEqual campaign, a push well-timed in today’s society of #MeToo and #TimesUp.

The campaign aims for a world free of gender bias that offers equal representation and voices for both women and men. It’s a powerful message that deserves praise and attention. Frankly, it’s hard to argue with or dispute any of its pleas. You can debate a lot of things in life, but equality isn’t one of them – it’s necessary and needed in a world filled with exclusion.

p&g8.jpgBut the campaign runs a bit contradictory when compared to another P&G effort, “Thank You Mom,” which resurfaces during each Olympics, as it did again during last month’s Winter Games. In it, we see an effort aimed at celebrating just one half of the parenting duo.

It’s one thing to market to a certain segment – as it’s doing with the “Mom” promotion – but another to want it both ways, as P&G emphatically implores us that “a world free from gender bias is a better world for all.”

Imagine what sports-loving dads were thinking when they watched regular nightly exclusion during the 17-day PyeongChang Games, as only mothers were thanked for helping athletes achieve their dreams. Meanwhile, these same dads would simultaneously encounter the #WeSeeEqual declaration, and another occasional P&G effort, #LoveOverBias – both exhorting humanity to treat everyone equally. Everyone, that is, except customers.p&g3.jpg

These conflicting messages aren’t just confusing, they’re actually illogical; it’s impossible to pair the word “equality” with brands that concurrently exclude fathers, but P&G has indeed done the impossible.

Media writers have praised the effort of #WeSeeEqual – and rightly so. On its own, it’s an incredibly commendable campaign and well-executed. But there’s no denying the mixed message it sends to dads and the parenting community.

If equality is going to mean something, the corporate world needs a genuine effort with a real, authentic backing – in word and in deed.

Otherwise a company is just selling products on a shelf, not a mission.

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Someone needs to tell Luvs that dads change diapers

When Huggies unveiled its infamous Dad Test campaign in 2012, the negative reaction was swift enough for Huggies to make an immediate change in its marketing approach.  The ripple effect was wide, as plenty of ad agencies learned an abrupt lesson:  dads are not buffoons.

But just because dads were being used less and less as the butt of advertising jokes doesn’t mean they had instantly achieved equal footing with moms.  Nearly five years after the Huggies debacle, dads have yet to be treated like true parents in the world of marketing.

luvs2.jpgTake a look at the website of Luvs diapers, which unveiled material putting the emphasis on mom as the lead parent.  In today’s modern, dual-parenting, two-parent-working-world, it’s hard to imagine Luvs would actually relegate dads to the backseat quite like this.

luvs1.jpgLuvs’s website speaks only to moms on exactly three of its front page sliders by excluding dads as equivalent, equal, identical parents in more ways than one – even to the startling point of exclaiming its diaper as the “Official Diaper of Experienced Moms.”

None of this comes as much of a stretch when you realize that its parent company – P&G – also brought us the highly exclusionary Thank You Mom Olympic campaign, which no doubt made dads cringe while being disregarded as equal child-raising parents during the world’s largest athletic competition. More likely, it sent shockwaves down the spines of dads, who like moms, spent many late afternoons, evenings and weekends shipping their children to incessant practices and games.

luvs5.jpgThe exclusion continues on its Facebook page, where it gracelessly invites only mothers to join in on the Luvs conversation, leaving dads everywhere in the dust.  Moreover, it offers Momojis as part of its “Official Keyboard of Experienced Parents.”  Here Luvs makes the unpleasant mistake of insisting that mom is an exact literal synonym for parent, when we all know that parents luvs4include both moms and dads.

In other words, all parents aren’t only moms.

With competitors Huggies and Pampers also offering mom-only sections on their respective websites with no comparable dad counterpart, they too insist that only moms change diapers, leaving dads to wonder what it takes to get respect in the parenting world.

It’s a surprising slow-to-change world when it comes to marketing to parents, but here’s hoping Luvs will make some quick and easy edits by spreading equal amounts of its name to both genders before its curious approach reaches Huggies proportions.

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