Everything else.. I love you, Thaththa and Amma!

I love you, Thaththa and Amma!

2017 Jun 22

Not all dads are open and verbal with their expressions of affection. Most traditional fathers are promoters of independence, masculinity and self-sufficiency, and they rarely reveal their emotions.


Men Are from Mars, Women Are from Venus

For men, showing affection is more about what they do than what they say. Rather than directly stating how much they love you, fathers feel more comfortable expressing it by fixing your car or getting you out of a tight spot. Whilst mothers are more inclined to kiss you six times a day, the most affection displayed by a father towards his child in years could be a stilted handshake on Graduation Day.


Childhood to adulthood

On the other hand, as children leave their childhood behind and begin their journey to adulthood, they begin to reject certain habits and interests in order to act more “grown up”. As a result, most children elect to give up expressions and receptions of affection to and from their parents. Adolescent boys are particularly susceptible to this transition, as displaying affection makes them feel “unmanly”.


Short end of the stick

These two factors combined put dads in an unfortunate situation. Dads struggle to show affection to their children and adolescents also feel uncomfortable showing affection towards their fathers, ultimately resulting in a very poor exchange of affection between dads and their children.

However, it is important to understand that just because fathers struggle to show affection, this by no means implies that they are averted to reception of affection from their children. Regardless of how grown up you may become, you will always be the apple of your father’s eye, and the most important thing in the world to him. They won’t admit it, but you can make your old man’s heart sing with joy by simply uttering the three words, “I love you”.


Softlogic Life’s powerful digital movement

One particular brand in Sri Lanka grasped this from its very roots. This recently elapsed Father’s Day, Softlogic Life initiated a simple, yet powerful programme that took the entire nation by storm.

What did they do? They made a video that brought out the importance of saying “I love you” to one’s father through a simple but powerful social experiment.

The idea may have been simple, but the response was positively phenomenal. The impact was so strong that it even managed to break a Sri Lankan record by leaps and bounds.

The previously established national record for the video which gained one million views in the shortest time frame – four days – was held by Telco. This record was surpassed by Softlogic Life, whose digital asset managed to reach one million views in a mere twenty-six hours.

Softlogic Life succeeded in making this phenomenal leap on the digital platform simply by appealing to the hearts of its audience through a powerful insight.

I love you, Thaththa and Amma

The remarkable response received by Softlogic Life’s digital venture goes to show just how important it is to express our love for our parents, especially fathers who end up with the short end of the stick.

Our parents have done a great deal for us over the years to raise us to be the best version of ourselves we could possibly be. There is nothing on this earth we could possibly do to pay them back for all the sacrifices they make for us, and all the love and care they give us. The least we can do is show our parents how much we love them and let them know we appreciate everything they have done for us.

You may assume that they already know you love them. While this may very well be true, it is still important to voice it out loud and affirm just how much you love them and appreciate them.

Whilst appreciating parents must by no means be confined to a “special day”, birthdays, Mother’s Day and Father’s Day can certainly be made use of to go the extra mile and show your affection towards them.

To do this, you don’t necessarily need to buy them expensive materialistic gifts or make any grand gestures. A simple “I love you” from the heart will mean so much more to them than a store-bought and store-wrapped present from the wallet.

So regardless of whatever the distance between you and your parents, both geographically and psychologically, if you can’t say it in person, at the very least pick up the phone and tell them you love them. Someday you will have to say goodbye to them forever, and you will no longer have the chance to tell them you love them and thank them for all their sacrifices.


So make your parents happy and loved while you still can. We owe our lives to them.



Please enter your comment!
Please enter your name here