COMMENT: What have you got Dad for Father's Day? (Don't panic, it's next Sunday — you've still got time to get something sorted).
If you go by a lot of the marketing material, social media and emails I've seen lately, you could be forgiven for thinking that Kiwi dads carefor nothing but meat, booze and power tools. "Best caveman eats for Dad" said one email, while others offered wine for Dad; whiskey for Dad; doughnuts for Dad.
I don't think it's a bad thing to get Dad a treat for Father's Day. If he really is a caveman-like meat-lover, then a meal out consisting of a plate of sticky ribs could be just the ticket (emphasis on the "treat").
But seeing all these marketing messages, I couldn't help but reflect on the disservice we seem to be doing our men.
This idea that the typical Kiwi male — the typical dad — eats only meat and potatoes, and disdains "girly" things such as salad and vegetables, is probably harming him more than it's helping. There seems to be an image propagated in the modern media and advertising these days of Kiwi Dad as slightly bumbling and inept.
Think of the guy in the power company ad sitting in an armchair while his wife does the work of moving house and organising everything around him. Or the dad-like figure in the burger ad, marvelling like a kid at the addition of bacon to a cheeseburger.
These dads are passive; figures of fun. But are they sending the wrong message?
The idea that a man — dad or not — is quite happy to take a passive role in everyday life may also reinforce the messages men are getting about their health.
The old "she'll be right" attitude which we may have thought was long dead, still exists when it comes to mens' health — and it's not good. Men leave health problems longer before seeing a doctor; they visit the doctor less frequently, and as a result have poorer health outcomes in many areas than women.
Men have shorter life expectancies partly because of this; six years less time on the planet. It might not seem to matter when you're 30, but see how important six years feels when you're 65.
It would be awesome to see messages all over the media, targeted at men, emphasising the importance of looking after yourself every day — by eating well, drinking less and moving more. After all, women get it from every angle (not all good, but that's another conversation).
We're seeing excellent conversations starting about mens' mental health. We need the same messaging on healthy eating: that it's manly to think this is important, not the other way around.
Wouldn't it be great if our future image of a Kiwi dad is someone vibrant and healthy, who cares about eating well and looking after himself and is a great healthy eating role model for his kids?
