{"id":57413,"date":"2025-10-21T16:53:17","date_gmt":"2025-10-21T14:53:17","guid":{"rendered":"https:\/\/www.danstapub.com\/?p=57413"},"modified":"2025-10-21T16:53:17","modified_gmt":"2025-10-21T14:53:17","slug":"mother-fker-campagne-choc-conge-paternite-uk","status":"publish","type":"post","link":"https:\/\/www.danstapub.com\/mother-fker-campagne-choc-conge-paternite-uk\/","title":{"rendered":"\u201cMother F**ker\u201d : la campagne choc qui d\u00e9nonce le cong\u00e9 paternit\u00e9 au Royaume-Uni"},"content":{"rendered":"

Quand une marque appelle une loi \u201cMother F**ker\u201d, c\u2019est qu\u2019il y a un vrai probl\u00e8me.<\/strong><\/p>\n

La nouvelle campagne sign\u00e9e Pregnant Then Screwed<\/b><\/span> et The Dad Shift<\/b><\/span> ne tourne pas autour du pot : le cong\u00e9 paternit\u00e9 britannique est une insulte aux m\u00e8res<\/b><\/span>. Deux semaines. C\u2019est tout ce que la loi offre aux nouveaux p\u00e8res. Un chiffre d\u00e9risoire quand on sait qu\u2019une c\u00e9sarienne demande en moyenne six semaines de r\u00e9cup\u00e9ration<\/b><\/span>.<\/p>\n

Une campagne qui appelle un probl\u00e8me par son nom<\/h3>\n

La campagne, baptis\u00e9e \u201cMother F**<\/span>ker\u201d<\/strong>, vise \u00e0 d\u00e9noncer une absurdit\u00e9 : pendant que les p\u00e8res retournent au travail apr\u00e8s 14 jours, des milliers de m\u00e8res se retrouvent seules \u00e0 g\u00e9rer leur convalescence et un nouveau-n\u00e9<\/b><\/span>, souvent apr\u00e8s une chirurgie lourde. Les chiffres parlent d\u2019eux-m\u00eames : 42 % des b\u00e9b\u00e9s britanniques naissent d\u00e9sormais par c\u00e9sarienne<\/b><\/span>, soit pr\u00e8s de 230 000 m\u00e8res chaque ann\u00e9e<\/b><\/span> laiss\u00e9es \u00e0 elles-m\u00eames.<\/p>\n

\"\"<\/p>\n

Le dispositif repose sur des affichages percutants<\/b><\/span> montrant des femmes photographi\u00e9es par Sane Seven<\/b><\/span>, c\u00e9l\u00e8bre portraitiste engag\u00e9e pour l\u2019\u00e9galit\u00e9 des genres. Ses clich\u00e9s crus et puissants d\u00e9voilent les cicatrices de c\u00e9sarienne comme des symboles de force et de vuln\u00e9rabilit\u00e9<\/b><\/span>. Une mani\u00e8re de rendre visible ce que la soci\u00e9t\u00e9 pr\u00e9f\u00e8re souvent cacher : la douleur, la fatigue et la solitude des nouvelles m\u00e8res.<\/p>\n

Sur les r\u00e9seaux, des centaines de parents ont particip\u00e9 en partageant des photos de stickers <\/b>\u201cMother F**<\/strong><\/span>ker\u201d<\/strong> coll\u00e9s au-dessus de leurs cicatrices ou sur des objets du quotidien qu\u2019ils ne pouvaient plus utiliser : une voiture, une poussette, un escalier. Des t\u00e9moignages bruts et authentiques qui donnent une ampleur virale au message.<\/p>\n

\"\"<\/p>\n

Le cong\u00e9 paternit\u00e9, cl\u00e9 d\u2019une soci\u00e9t\u00e9 plus juste<\/h3>\n

Derri\u00e8re la provocation, le fond est on ne peut plus s\u00e9rieux. Pour Gemma Phillips<\/b><\/span>, directrice de cr\u00e9ation de la campagne, le cong\u00e9 paternit\u00e9 est la cl\u00e9 d\u2019une soci\u00e9t\u00e9 plus \u00e9galitaire<\/b><\/span>. Donner plus de temps aux p\u00e8res, c\u2019est permettre un partage plus \u00e9quilibr\u00e9 des responsabilit\u00e9s, r\u00e9duire le gender pay gap<\/b><\/span> et am\u00e9liorer la sant\u00e9 mentale des deux parents.<\/p>\n

Des \u00e9tudes r\u00e9centes confirment d\u2019ailleurs ce constat : selon l\u2019OCDE, les pays qui offrent un cong\u00e9 paternit\u00e9 long et bien r\u00e9mun\u00e9r\u00e9<\/b><\/span> enregistrent une meilleure reprise professionnelle chez les femmes<\/b><\/span> et un niveau de satisfaction plus \u00e9lev\u00e9 dans les foyers<\/b><\/span>. En Su\u00e8de, par exemple, o\u00f9 les parents peuvent se partager jusqu\u2019\u00e0 480 jours de cong\u00e9 pay\u00e9, la diff\u00e9rence salariale entre hommes et femmes est deux fois moins \u00e9lev\u00e9e qu\u2019au Royaume-Uni.<\/p>\n

LIRE AUSSI :<\/strong> \u00c0 Istanbul, un passage pi\u00e9ton transform\u00e9 en infographie pour sauver des vies<\/a><\/span><\/strong><\/span><\/p>\n

La campagne ne s\u2019adresse donc pas qu\u2019aux familles : elle questionne toute la soci\u00e9t\u00e9. Comme le rappelle Rachel Grocott<\/b><\/span>, CEO de Pregnant Then Screwed, \u201cune soci\u00e9t\u00e9 plus juste profite \u00e0 tout le monde, m\u00eame \u00e0 ceux qui n\u2019ont pas d\u2019enfants<\/b><\/span>.\u201d<\/p>\n

\"\"<\/p>\n

Quand le marketing s\u2019attaque \u00e0 la politique sociale<\/h3>\n

Avec \u201cMother F**ker\u201d, Pregnant Then Screwed confirme son talent pour transformer la col\u00e8re en communication efficace<\/b><\/span>. D\u00e9j\u00e0 connue pour ses campagnes sur le sexisme et la pr\u00e9carit\u00e9 des m\u00e8res au travail, l\u2019organisation s\u2019impose comme une voix incontournable du f\u00e9minisme contemporain britannique.<\/p>\n

En s\u2019associant \u00e0 The Dad Shift<\/b><\/span>, un collectif de p\u00e8res militant pour un cong\u00e9 plus long, elle envoie aussi un message fort : l\u2019\u00e9galit\u00e9 parentale ne se gagnera pas sans les hommes<\/b><\/span>. La campagne m\u00e9lange humour noir, \u00e9motion et donn\u00e9es concr\u00e8tes pour interpeller les pouvoirs publics, dans un pays o\u00f9 la natalit\u00e9 est en chute libre et o\u00f9 le soutien aux jeunes parents reste minimal.<\/p>\n

Au fond, le message est simple : si le gouvernement veut vraiment s\u2019attaquer \u00e0 la crise du travail et de la sant\u00e9 mentale, il est temps de traiter les parents comme des \u00eatres humains, pas comme des machines \u00e0 retourner bosser<\/b><\/span>.<\/p>\n

LIRE AUSSI :<\/strong> Des tabourets con\u00e7us comme le cancer du colon pour sensibiliser \u00e0 la maladie<\/a><\/span><\/strong><\/span><\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Quand une marque appelle une loi \u201cMother F**ker\u201d, c\u2019est qu\u2019il y a un vrai probl\u00e8me. La nouvelle campagne sign\u00e9e Pregnant Then Screwed et The Dad Shift ne tourne pas autour…<\/p>\n","protected":false},"author":4,"featured_media":57415,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[16],"tags":[493,3679,2008,1276,208,21,3680],"sponsor":[],"class_list":{"0":"post-57413","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-print","8":"tag-association","9":"tag-pregnant-then-screwed","10":"tag-print","11":"tag-royaume-uni","12":"tag-sante","13":"tag-sensibilisation","14":"tag-the-dad-shift"},"yoast_head":"\n\u201cMother F**ker\u201d : la campagne choc qui d\u00e9nonce le cong\u00e9 paternit\u00e9 au Royaume-Uni<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.danstapub.com\/mother-fker-campagne-choc-conge-paternite-uk\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cMother F**ker\u201d : la campagne choc qui d\u00e9nonce le cong\u00e9 paternit\u00e9 au Royaume-Uni\" \/>\n<meta property=\"og:description\" content=\"Quand une marque appelle une loi \u201cMother F**ker\u201d, c\u2019est qu\u2019il y a un vrai probl\u00e8me. 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