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New government campaign reminds dads of their work rights

The Department for Business Innovation & Skills (BIS) is today launching a campaign to raise awareness among dads of their rights at work to help them care for their child. It comes as new research reveals that a significant number of fathers are not aware of their rights at work and therefore could be missing out on their entitlements.
The month long awareness campaign, called Dads at Work, will be supported by a new creative which will appear from Thursday 18 February on posters and consumer information leaflets distributed to 23,000 organisations such as GP surgeries and ante-natal clinics. It will also be shown in online banner advertising which will appear on websites that attract high volumes of ‘dad’ visitors. All collateral will direct dads to for detailed information.
The visuals, created by Four Communications, are styled in the form of pop art. The design aims to give dads a positive, encouraging feeling about the rights to which they are entitled and show them how to access and better understand their rights. The digital campaign has been executed by Red Nomad.
Employment Relations Minister Lord Young said: “We know that rights for dads at work are valued by people and that businesses also see real benefits in offering them. But our research shows that there are still some dads out there who are not aware of what they are entitled to and could be missing out. The marketing campaign and messaging therefore needed to be very eye catching to men and easy to understand. We wanted to ensure dads know what they can do and help them have more confidence as they weigh up what works best for them and their family.”
The campaign will focus specifically on helping fathers understand the following three rights:
·         Request flexible working – parents of a child 16 or under, are entitled to request flexible working such as flexi time, part time or working from home, and, by law, an employer must seriously consider the request;
  • Paid paternity leave – new dads can take two weeks’ paid leave. They need to notify their employer 15 weeks before the due date;
  • Parental leave – dads have the right to take up to 13 weeks unpaid leave until their child is five years old.
Notes to Editors
  1. More information on work and family rights for fathers can be found at
  2. In April 2009, the right to request flexible working for parents – fathers as well as mothers – under the Work and Family Act 2006, was extended to parents with children of 16 and under (it was previously only for parents with children up to the age of five).
  3. Statutory paternity leave, introduced in 2003, allows fathers to take two weeks’ leave paid at a standard rate (currently £123.06) per week.
  4. Parental leave provides employees – both mothers and fathers – who have completed one year’s service with their employers the right to 13 weeks’ (unpaid) parental leave to care for their child.
  5. The Government is introducing a new right to Additional Paternity leave and pay for fathers of children due on or after 3 April 2011. This will give fathers a right to up to six months extra leave which can be taken in the second six months of the child’s life once the mother has returned to work. Some of the leave may be paid if taken during the mother’s maternity pay period. This will be paid at the same standard rate as SPP which is currently £123.06.
  6. Research carried out between 1/02/2010 and 8/02/2010 online by Opinion Matters among 1691 UK adults.

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