The Dads Initiative
Incubated at ParentsTogether

Reaching Men Through Their Dad Identity

We're building the media infrastructure to connect with fathers through the things they already love — and unite them around the world our children deserve.

Our Approach Partner With Us
What We're Building

A new media ecosystem that speaks to dads as dads.

Interest-based. Audience-first. Culture-forward. We reach fathers through the things they already love and connect that to a vision of the world our children deserve.

How We Reach Dads Our Content Strategy
The Challenge

The loudest voices reaching men aren't helping society — or men themselves.

Men are increasingly lonely, isolated, and economically precarious. The voices making them feel seen are too often stoking division and grievance — while the rest of the cultural landscape ignores them entirely.

49%
of dads reported listening to Joe Rogan in the last 30 days — far more than any other podcast
81%
of dads agree that "people can have their reputation destroyed just for speaking their mind"
50%
of dads agreed that "society looks down on men who are more masculine"
The Opportunity

Fatherhood is a powerful entry point to reach men with kids.

When asked how they describe themselves, "dad" was the second-most named identity among 1,300 fathers — right after "man." Fatherhood is salient and deeply felt across demographics and ideology.

Core Identity
44%

said "dad" or "parent" when asked to describe themselves — the #2 answer after "man" (52%)

The Audience
34M

dads in the US with kids under 18 — 55% not strongly tied to a political party

Persuadable
19M

persuadable dads who can be reached through culture-first content about things they love

62%

of dads said they want to be seen as a "strong, independent, protective provider."

We often talk to dads about love and care — and dismiss strength and masculinity. But for most dads, being strong and protective IS how they love their kids. We can speak to that.

Dads already agree with us on pro-family policy. But we're losing the cultural narrative on who's fighting for them.

Partner With Us

Let's change the conversation with dads. Together.

Developing and scaling media that reaches fathers is critical to shaping the world men with children want for our kids — and their role in creating it.

Partnerships Funding Creator Work
Read Our Substack

Fastest route: send a short note here and we'll route it to the right person internally.

Prefer direct email? Reach Adam.

Name and organization are optional. Email and a little context help us reply quickly.

Quick Note

Tell us what you're building.

A quick intro is plenty.