Abstract
Responding to changes in Poland’s declining fertility rate, a smaller household size, two wage-earning household members, an increased divorce rate, and changes taking place in gender power relations in contemporary society, the government implemented a highly visible and public Polish Dads (Tato Polski) promotional “language” campaign in 2015. The campaign drew attention to the need for more fathers to become actively involved in child-rearing. The campaign called for placing 29 highly visible billboards showing fathers with children in prominent locations in 16 cities. To measure the general impression of the campaign, a questionnaire was designed, and a survey was conducted of 199 young Polish women and men in Cracow. They were asked to identify the billboards they liked most and least and why. The results were fairly uniform among women and men, young and older, and married and single. The long-term impact of this project is unknown, but what is known is that there were some clearly favored advertisements that presented fathers and children in a positive light, an objective in accordance with the government plans promoting a new pattern of fatherhood.
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Koszek, R., Świętek, A., Semczuk, M., Dzięglewski, M., Brunn, S.D. (2020). Language of Parenting: Poland’s Efforts to Promote New Fatherhood Through Outdoor Advertising Campaign. In: Brunn, S., Kehrein, R. (eds) Handbook of the Changing World Language Map. Springer, Cham. https://doi.org/10.1007/978-3-030-02438-3_208
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