A new study, released by Sesame Workshop International South Africa, is shedding light on the powerful role fathers play in their children’s lives through something as simple as play.
The report, launched on April 10 in Johannesburg, focuses on how Takalani Sesame’s mass media content encouraged fathers to take a more active role in their children’s early development. The study, titled: Transforming Gender Norms and Advancing Child Well-being through Innovative Father Engagement Initiative in South Africa, was conducted independently by Ipsos.
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Over 12 weeks, 1 200 fathers and 240 children across Gauteng, the Eastern Cape, and the Free State took part in the study. Through television and radio shows, the initiative aimed to show how play can strengthen the bond between fathers and children, while also challenging outdated gender roles in the home.
According to the findings, fathers who took part in the study became more confident and joyful while playing with their children. Many reported stronger emotional connections and more meaningful time spent together.
“Children recognising that play, chores, and emotions aren’t gender-specific is a powerful step towards equality,” said Dr Onyi Nwaneri, managing director of Sesame Workshop South Africa. “And seeing fathers support that journey shows real promise for long-term change.”
Even though 71% of fathers said they struggled to find time to parent, the initiative made play feel more rewarding and worth the effort.
The study also found a clear reduction in gender stereotypes among both children and adults. More boys felt comfortable playing with puzzles and dolls, while more girls took part in outdoor games typically seen as ‘for boys’. Caregivers showed an 8% increase in agreeing that girls can play with cars and trains too.
Children who were exposed to Takalani Sesame’s content were also more likely to understand that both boys and girls can share in chores and play freely. There was a 10% rise in children saying they preferred to play with their fathers, and a 9% rise for uncles, showing a growing appreciation for male involvement in everyday care.
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The report also noted that positive parenting behaviours improved over time. Fathers said they felt more supported by mothers or female caregivers, and were becoming more nurturing themselves. However, the study also showed that mothers did not always feel the same level of support in return, raising the need for future studies to look at shared parenting more closely.
Nwaneri pointed out some limits in the study’s design. The research was only conducted in three provinces, with a relatively small sample size, and relied on people reporting their own experiences. There was also some unintended exposure to related media campaigns during the last four weeks of the study, which may have influenced some of the results.
Even so, she says the findings are meaningful. “This evaluation reinforces the significant potential of well-targeted media to bring about positive change, especially when it comes to breaking down gender roles and building nurturing, inclusive homes.
“We want to use these findings to improve our future projects and keep making a difference in the lives of children and their families.”
The report marks a major step in understanding how media can help reshape how fathers are involved in early childhood development, and why play matters more than we think.
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