Recruiting fathers for parenting research using online advertising campaigns: Evidence from an Australian study.
Liana S LeachShannon K BennettsRebecca GialloAmanda R CooklinPublished in: Child: care, health and development (2019)
The extremely low numbers of fathers recruited using the gender-neutral "parent-focused" campaigns was unexpected. Potential reasons for this include low engagement with gender-neutral parenting terms, and/or that mothers were disproportionally exposed to the Facebook advertisements. These learnings suggest that father-focused recruitment is required to target and engage fathers in parenting research and services.