The government wants to make fathers aware of their legal right to paternity leave, with many dads unsure about what they are entitled to.
A poll by the Department for Business, Innovation and Skills (BIS) found that over 90 per cent of dads with children aged five and under believe paid paternity leave is important.
More than half of dads with kids aged 16 and under said when choosing a new job they would search for employers that provided flexible working.
Despite this, a fifth of such fathers did not know if their firm offered flexible working, even though they are legally entitled to it.
Lord Young, the employment relations minister, said the government campaign was "about making sure dads know what they can do and to help them have more confidence as they weigh up what works best for them and their family. The key is to talk to their employer".
The campaign could be part BIS's goal to ensure that British businesses remain competitive, particularly during the current period of financial instability.