Anew national campaign urging Barbadian men and boys to take a more active role in caregiving has been launched alongside landmark paternity leave legislation, as the government seeks to challenge entrenched gender norms and reshape family life across the island.

The Ministry of People Empowerment and Elder Affairs, in collaboration with the Bureau of Gender Affairs, launched the “Share the Care” national public relations campaign. Rolled out aboard one of the island’s modern electric buses, the initiative champions the recently enacted paternity leave legislation, and encourages men and boys to take an active role in family caregiving.

Addressing members of the media and invited guests, Minister of People Empowerment and Elder Affairs Adrian Forde emphasised that fostering a progressive society requires a collective, nationwide shift in how caregiving is perceived. He noted that the initiative serves as a direct invitation for Barbadian men to re-examine their roles within both their immediate households and the wider community.