What does Father's Day mean to you? As part of our #repicture campaign, we've been rethinking traditional concepts of fatherhood.

As I approach my first father’s day as a father to a fast growing seven month old boy, I can't help but reflect on fatherhood, and how much has changed . I grew up with young parents (they were both 20 when I was born) and believe I did benefit from their 'youthful' enthusiasm and approach to life.

My father was a forest ranger which meant that in my early years, we lived in a number of small forest worker settlements well out of the big cities. This also meant that he was home at 5pm to support my mother and to bath, feed and play with myself and my sister. For my father, fatherhood meant taking on new responsibilities in providing for his young family. I really respect him for that and for giving me a well balanced upbringing where both parents shared this responsibility.


The world that Coen will grow up into has changed in so many ways since the days of my father and grandfather – men are far more involved in child rearing and share these responsibilities often with their still working partners. And some choose to stay at home to be the primary carer.

How we picture the world has changed and will continue to change – but there's still cliches around fathers that are played out in advertising and light programming.

That gender stereotyping grates with many men today and Dove has tapped into that with an advert that really shows what fathers do. We also believe that we need to #RePicture the world we live in – the nuclear family is no longer the norm, and single dads, same-sex couples, step families are part of the new reality of family life.

How would you #RePicture fathers day? Leave a comment below or Tweet us #repicture


Join the conversation online by using #RePicture, and help us challenge convention.

Widen the visual representation of Beauty, blur the lines of Family and Community, and create a new vision of Success.

To participate, upload the photo you’ve taken (consenting subject only of course) to either Twitter or Instagram, and add the #RePicture hashtag – tag the @GettyImages handle on Instagram. Our Editors will highlight their favorites.

Follow us here and on Instagram, Twitter, and Facebook to see all the concepts we’re discussing and find out how you can participate - or if you’re heading to Cannes Lions, join us in the Palais during the Festival.

Editor's Note: Please note, by adding #RePicture to your photos, you grant us only the right to publish your images, credited to you, on our Instagram, Twitter, Tumblr and Facebook accounts. 

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