Flowers for Father's Day
Strong men need flowers too
This Father’s Day, we gave dads their flowers.
Created by Parenting Out Loud and Equal Parenting Week founder Elliott Rae, Flowers for Father’s Day was a new national campaign celebrating care, connection and emotionally open masculinity. It launched at a time when many men continue to experience loneliness and disconnection. 1 in 5 men in England feel lonely at least some of the time (Health Survey for England, 2024). Office for National Statistics research has also found that 1 in 5 men say they have no close friends. Almost half of men have experienced poor mental health at some point in their lives (Bupa), yet 40% of men have never spoken to anyone about their mental health (Priory Group).
Through the annual campaign, we hope to challenge outdated stereotypes around masculinity and encourage more visible expressions of love, appreciation and support. The campaign hopes to inspire families, workplaces and communities across the UK to help create a culture where care is visible, dads feel valued and men feel able to give and receive support more openly.
The campaign aims to spark conversations about men’s mental health, emotional connection and the importance of men giving and receiving support more openly. It also celebrates the role dads play in family life.
Elliott Rae said: “Strong men need flowers too. This campaign is about redefining what strength looks like. For generations, many men have been taught to suppress emotion, avoid vulnerability and show love quietly, if at all. We have become comfortable with the idea that men should provide support, but less comfortable with the idea that they might need support themselves. But friendship, support and emotional connection are essential for men’s wellbeing. Receiving love, care and appreciation does not make you weak. It makes you human. Giving dads flowers is a simple but powerful act. It says I see you. I appreciate you. You matter.”
A bunch of flowers will not solve loneliness. But simple acts of appreciation and recognition can help strengthen relationships and encourage more open conversations between fathers, families and communities.
Elliott added: “Loneliness is not just about being alone. It is about feeling unseen, unappreciated or disconnected. Many men have been taught to be providers, protectors and problem-solvers, but not always how to ask for support or receive it. Strong men need friendship. Strong men need connection. Strong men need support. And yes, strong men need flowers too.”
Watch the campaign in action
We gave dads their flowers at the Emirates
As part of the campaign, we brought Flowers for Father’s Day to our Extra Time event at the Emirates Stadium, home of Arsenal Football Club.
As part of the day, we handed flowers to dads and father figures and invited them to sit down and talk. What followed was honest and moving. Dads opened up about fatherhood, friendship, mental health and the kind of support they give freely but rarely receive.
For many, it was the first time someone had given them flowers and asked how they were really doing. There were smiles, a few surprised laughs and the occasional tear.
It was a simple idea with a powerful message. Care should be visible, and men deserve to be on the receiving end of it too.
Thank you to every dad who joined us at Extra Time and shared a moment with us. Strong men need flowers too.
Dads across the UK received their flowers too
The campaign reached far beyond our own events. Across the UK, people took the idea and made it their own.
Partners, children, and loved ones gave flowers to the dads and father figures in their lives, then shared the moments online with #FlowersForFathersDay. Together we said: “I see you. I appreciate you. You matter.”
For some children, it was the first time they had ever handed their dad or a father figure a bunch of flowers.
Every photo and video added to a bigger picture. Together they showed what care looks like when it is made visible, and reminded us that a simple gesture can show love, start conversations and help men feel seen. Strong men need flowers too.
Flowers for Father's Day will return
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