The Rotary Club of Colombo Uptown and the Women’s International Foundation (WIF) have signed a Memorandum of Understanding (MOU) with MullenLowe Sri Lanka, forming a strategic partnership to scale the ‘Dear Father’ programme into a national movement. As part of this collaboration, MullenLowe Sri Lanka will serve as the Creative and Public Relations Partner, leading the campaign and communications strategy to promote equitable, non-violent, and responsive fatherhood across Sri Lanka.
‘Dear Father’ is a family-centered social empowerment initiative that works with fathers to build stronger families and safer communities. Through community-based ‘Father Circles’, men are encouraged to reflect, learn, and support one another in becoming more responsible, caring, and engaged partners and parents. The programme promotes shared caregiving, improved communication, and stronger family relationships, contributing to children’s wellbeing and more inclusive households.
As the Creative and Public Relations Partner, MullenLowe Sri Lanka will develop a culturally resonant communications platform designed to spark national conversation and encourage greater participation. Through strategic storytelling and integrated engagement, the campaign aims to bring the evolving role of fathers into focus and inspire meaningful, lasting change across communities.
Delan Silva, Past President and Project Chair of the Rotary Club of Colombo Uptown, noted, “Through ‘Dear Father’, we have witnessed how empowering fathers can strengthen entire families and communities. This strategic partnership enables us to expand that impact further, inspiring more fathers to play an active, caring, and responsible role in shaping a better future.”
Seroshi Nandasiri, Founder and Chairperson of WIF, added, “The ‘Dear Father’ programme creates safe and respectful spaces for fathers to reflect, grow, and support their families with dignity. Through Father Circles and community engagement, we are already seeing meaningful change. Partnering with MullenLowe Sri Lanka as our Creative and PR Partner strengthens our ability to take this message to more communities, enabling wider engagement and fostering lasting impact.”
Commenting on the partnership, Lakshika Gunatilake, Head of Public Relations at MullenLowe Sri Lanka, stated, “‘Dear Father’ is a meaningful initiative that speaks to the heart of every family. We are proud to partner in bringing this movement to life, using creativity to encourage stronger, more compassionate family connections across Sri Lanka.”
Through this collaboration, MullenLowe Sri Lanka, WIF, and the Rotary Club of Colombo Uptown aim to grow ‘Dear Father’ into a nationwide movement that nurtures stronger families, resilient communities, and a more inclusive Sri Lankan society.
