In rural communities, parenting has traditionally been the domain of women, with men playing secondary roles, if at all. This is even more stark when it comes to daughters. To shift this paradigm, Dharma Life launched the #BeHerHero campaign in selected communities in Bihar, Gujarat, Maharashtra, Uttarakhand, and Uttar Pradesh on World Children's Day (November 20),
Driven by Dharma Life Entrepreneurs (DLEs), women leaders chosen and trained from within the same communities, the campaign aimed to celebrate and nurture the father-daughter relationship through community engagement and using the #BeHerHero app. Fathers were encouraged to express their hopes and aspirations for their daughters, culminating in a community event showcasing children's performances.
The campaign faced significant challenges. Protective attitudes, role modelling, gender stereotyping, and conservative expressions of freedom posed substantial barriers to fatherly participation in public expressions of affection and support for their daughters. Time conflicts due to work and livelihood commitments further limited their involvement.
But the DLEs were not one to give up! Through counselling and leveraging their influence within the community and flexible scheduling of events, they brought in larger participation and a shift in thinking from traditional paternal roles towards a more nurturing and supportive approach.
Sadam Seta from Gujarat enthusiastically expressed "This campaign made me realise that being her hero is also about being there emotionally for her, not just as a provider." Manish from Uttar Pradesh echoed, "I used to think my role was just to earn, but now I understand I can shape her dreams too." This initiative facilitated a platform for emotional expression and emphasised the importance of active paternal involvement in daughters' lives. Through conversations, fathers expressed desires for their daughters' health, safety, academic success, and skill development, reflecting a holistic concern for their well-being.
The #BeHerHero campaign has taken a significant first step towards empowering fathers to play a more active and nurturing role in their daughters' lives. It underscores the transformative potential of targeted community initiatives in altering traditional roles and fostering deeper familial connections. After this successful pilot, Dharma Life plans to scale the campaign across its network of 18,000+ DLEs.
