Three-quarters of parents are on social media, and while US mums might check Instagram as often as six times a day, dads aren’t being left behind. They’re using social media to show off (and keep tabs on) their kids, get dad-to-dad advice, and engage with brands.

The fight for equal pay may be well-publicised, but women are still left to most of the housework behind closed doors. And while advertisers are shifting away from out-dated ideas of macho cleaners and domestic goddesses, how can men be convinced to pull their weight in the home?

The role of dad has changed from breadwinning head of the family to friend, protector, role model, teacher, and carer, and there's now a record number of single dads. But while 75% of dads are responsible for their kids’ well-being, why do only 20% see that reflected in media?

Traditionally, we assume it’s the mother who loses the most sleep following childbirth. But recent research shows that in couples with a newborn, fathers are the ones getting less sleep. Once again, while new dads are increasingly taking responsibility, they still feel poorly portrayed in the media.