As times have changed we’ve noticed the parenting conversation changing, too.

So we’re asking South Africans… “Who really does the dirty work of parenting?”

Did you know this new generation of dads are 3 times more involved in caring for their children? And so, this Father’s Day – PEP, SA’s most loved baby store, is starting a conversation around challenging outdated parenting stereotypes and the importance of being hands-on dads. Because, when it comes to caring for the little ones – it’s everyone’s responsibility.

PEP is partnering with Growthpoint Properties to drive this conversation forward in malls across South Africa where we’ve created a new kind of changing station – one that encourages dads to get stuck in.

Have your say on social media using the hashtag #PEPChangingStations.

Together, let’s change the parenting conversation in South Africa.

Life’s better with PEP

Press release June 2003