(Report in English only)
Overview
This report is part of the Goodvertisings campaign, which encourages the advertising industry in Vietnam to produce content that is more reflective of social realities and avoids outdated portrayals. Specifically, this study examines caregiving portrayals of men in 60 of the most prominent television commercials aired in Vietnam in 2022. While caregiving roles are traditionally assigned to women in advertising, this report highlights how men are increasingly shown participating in caregiving, though still limited.
This initiative builds on insights from the previous Goodvertisings: Tet 2022 Ads through the Lens of Representation report, which noted modest but notable shifts in how individuals of various identities are depicted in mass media. As men take on more responsibilities in household care and as societal expectations evolve, advertising plays an important role in either reinforcing or reshaping those perceptions.
The report documents examples where caregiving was respectfully and authentically portrayed in Vietnamese commercials, as well as areas where outdated stereotypes persist. These findings are used to develop practical recommendations for creative professionals and brand strategists on how to better reflect modern family roles. Ultimately, the report aims to foster content that is more relatable and representative of contemporary Vietnamese life.
Key findings
- Among 60 top TVCs in 2022, only 18% portrayed men participating in caregiving activities.
- Most caregiving scenes involving men were short, symbolic, or paired with humor.
- Ads with more meaningful caregiving involvement by men often focused on shared parenting, emotional support, or household chores.
- Stereotypes remain prevalent: men often portrayed as clumsy, inexperienced, or needing female guidance in caregiving.
- Positive portrayals include depictions of men expressing affection, spending quality time with children, and co-sharing tasks.
- Brands that successfully showcased caregiving roles of men tended to frame it as a norm rather than an exception.
This report is part of the Goodvertisings campaign, which promotes inclusive advertising content. The aim, aligned with global initiatives like the Unstereotype Alliance, Kantar’s Getting Gender Right, and Think with Google’s Diversity and Inclusivity Report,, is to encourage advertisers to reflect the realities of diverse individuals and portray them in empowered and multidimensional roles.
A review of Tet 2022 advertisements indicated positive shifts in portrayals, including people in less stereotypical roles. Men and women were shown with more emotional depth and diversity, and new caregiving dynamics started to emerge.
However, gaps remain. Caregiving remains largely portrayed as the responsibility of women, while men are more often depicted in leadership or provider roles. As more women participate in economic life and more men engage in home care, advertising still has not fully caught up.
This report presents examples from 60 prominent TVCs in Vietnam in 2022, focusing on how caregiving by men is represented. It aims to recognize good practices and provide suggestions for reducing outdated portrayals in future advertising.
Goodvertisings – Men’s Caregiving in Ads Report