This campaign has now closed

We have been supporting babies, pregnant families & new parents to recover from COVID-19 & lockdowns, but support is needed more than ever to focus on diverse London fathers, who are struggling to engage in their child’s early development, alongside rebuilding their own mental & physical health.

100%
Categories

  • Information/Advice Information/​Advice
  • Other Other
  • Beneficiaries

    • Infants (<2) Infants (<2)
    • Other Other

    Situation

    Highly involved fathers positively impact their child’s emotional, behavioural & educational outcomes (Sarkhadi, 2008). Support for fathers & their crucial role in early childhood development has been ‘COVID-neglected’, exacerbating this longer-term cultural ‘forgottenness’. Fathers underestimate their impact on their children’s health/wellbeing (Moffat & Stanton, 2005), yet wield strong influence on the health choices of the mother that impact the baby ie breastfeeding, smoking cessation.

    Solution

    We will reach & empower 4,000 dads from diverse backgrounds in 32 London boroughs with our Baby Buddy 2.0 app. Specific fathers content (film, information, ask experts) co-created with fathers, will support dads’ journey to parenthood, helping to understand fetal/infant development, their critical role in supporting healthy physical/emotional child development, the health/wellbeing of mum & healthy couple-relationship, leading to strong families & best possible health outcomes for their child.

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    100%
    Categories

  • Information/Advice Information/​Advice
  • Other Other
  • Beneficiaries

    • Infants (<2) Infants (<2)
    • Other Other