Middle East retailer Home Centre is celebrating Father’s Day this year with an unexpected twist.
As people and brands around the world celebrate fathers, Home Centre is using the platform to celebrate moms who double up as dads.
Raising a child and making a home is a big job — one that is even bigger as a single mom, especially in the Middle East and especially during the current coronavirus crisis.
Over 15 percent of homes in the Middle East do not have a father. Many single moms, therefore, have to deal with everyday obstacles created by members of their communities, in their society and even in their families.
People do not accept a mother playing the role of both parents, or do not believe a mother can be good enough to do both parts. No other brand in the Middle East has addressed these cultural issues that single moms face.
Through a film titled “A Dad’s Job,” Home Centre is sharing a message to those living without a dad: This Father’s Day, they can celebrate their moms who also do a dad’s job every day. The film shows children saying the one message they would love to share on Father’s Day.
By featuring real-life single moms and their kids as the cast, and not actors, the film is not another advertisement, but an authentic nod of recognition to the moms, letting them know they are more than able to play both roles. The film was conceptualized and created by FP7 McCann Dubai and produced by Dejavu.
