It is estimated that 2.13 million children in South Africa are fatherless and 9 million people in the country grew up without fathers, a tremendous fatherhood challenge for the country.
The increasing number of absent fathers is not only a dilemma but has led to debate especially on subjects such as socio-economic conditions, value systems, child development and the degradation of the family condition.
Supporting the positive role of men in children’s lives, Heartlines, a South African-based social and behavioural change NGO aimed at prompting positive societal values, launched a Fathers Matter project to support, encourage and equip today’s fathers and families to build stronger ties most healthier communities.
Both responding and challenging the issue of father absence and fatherlessness in the South African context, Heartlines approached frayintermedia for media engagement support to help promote the work of the Fathers Matter programme in order to drive their reach across different South African communities through various editorial coverage.
The Heartlines Fathers Matter project research seeks to highlight the critical role that father figures play in child development, emotional wellbeing, educational attainment and future productivity.
A strategy was developed to create wider reach through column placement and press releases in regional media including radio interviews on different topical issues surrounding fatherhood in South Africa on behalf of Heartlines.
Over a course of three months frayintermedia has written and published various written works which include When bulls fight, grass suffers! letter published in Daily Sun, the Fathers Are More Than Money: Redefining Fatherhood column, written and placed on Africa.com.
Another two press releases were written and accepted for radio interviews with leading local and community radio stations. The International Day of Families: A community that works together, grows together press release was accepted for radio interviews on Umhlobo Wenene, TruFM and Metro FM and the BEING A PRESENT FATHER MATTERS press statement was also accepted for radio interviews on Ukhozi FM, Khwezi FM, Umhlobo Wenene, SAfm and Thobela FM.
The IsiZulu language radio station Ukhozi FM continues to lead as the biggest station in the country, with an audience 7.5 million listeners while Metro FM boasts an estimated 5.2-million listeners and Umhlobo Wenene FM 4.5-million listeners.
Others later works include a column written by Heartlines, placed by frayintermedia in Alex News Alex fathers seek new methods of parenting.
Frayintermedia believes in advocacy support and advances the cause of global human rights by helping place these conversations front and centre in both digital and legacy media.