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PARENT LABELS
(PROACTIVE IDEA)
Subverting parenting stereotypes to empower dad and mum
In China, gender and parental roles are so deeply entrenched in society that the moment dad or mum deviates from the script, they're assaulted by their own self doubt and, at times, even the disdain of others.
What if we could use language to reshape society's perceptions on what each parent's roles is, and celebrate the parents who don't conform?
We created new hybrid words for "father" and "mother" in mandarin. These new words represent the parents who don't conform to societal standards, and freely parent the way that feels right to them.
We add a "female" counterpart to "father", and a "male" counterpart to "mother", changing not just how the word looks—but how the world looks at parents.
Copywriter Natalie Goh
Art Director Samantha Branson
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