Raising a child and making a home isn’t easy. Doing so as a single mom is even harder, especially in the Middle East and especially during the current crisis. Over 15% of homes in the Middle East do not have a dad (Source: Gallup).
Many single moms in the Middle East tend to not only face everyday challenges of bringing up their children by themselves, they also have to deal with everyday obstacles created by members in their communities, in their society and even in their families. Many 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.
So in this groundbreaking spot, as the world celebrates Father’s Day on June 21, Home Centre, a leading home retailer in the Middle East, is recognizing single moms who double up as dads. Created by agency FP7 McCann Dubai and produced by Dejavu Dubai, this film titled “A Dad’s Job” has been launched on social media with Home Centre sharing a message to those who are living without a dad, that this Father’s Day they can also celebrate their moms who do a dad’s job every day. The film shows children saying the one message they’d love to share on Father’s Day.
The film features real-life single moms and their kids as the cast. The spot is being supported by influencers in the Middle East, as well as through initiatives to enable, support and encourage single moms in the region across the year.
