Going back to what messages blokes are getting: when I was student age and all my friends were male, I remember parents asking us all about career plans and I'd usually get a response like "You think you can support yourself doing that, do you?" Fair enough aspect to consider - but the lads would get asked "You think you can support a family doing that, do you?"
So 15 years later when MrNC and I went to NCT antenatal classes along with bunch of other reasonably-feminist chaps and articulate women who wouldn't accept crap, there was an exercise where we split by sex and each person had to write their main worries about the first 3 months after birth.
Without looking, the teacher said that they would be similar except women would worry more about physical recovery and hoping their partners would spend sufficient time supporting them and doing their part looking after the baby, and every single man would have put 'money'.
Big reveal proved this to be totally accurate. All the chaps had been conditioned to believe that babies are expensive and therefore to be a Good Father, their role was to take on more paid work and bring in more money, with a side order of worry that they didn't know what to do with babies and us women would know because we'd gestated them.
They were all flabbergasted when all the women told them that we wanted actual physical and emotional support when dealing with sleepless nights etc, more than any extra money, even if things were a bit tght financially (we were all fairly comfortable middle-class types). Even so, MrNC and I had our first screaming argument about 8 weeks after ds was born, as he thought he should go back to working more days, and I told him not to be so fucking stupid - we didn't need the money and I was still learning to walk agan!
Somehow we need to widen the role of 'good father' beyond 'buys stuff', given the effect on decent dads as well as the Disney Dads who think they are good fathers just by buying extravagant stuff. More celeb dads saying not only 'duh, of course I change nappies' but 'duh, I change about half the nappies - it's like roulette, hoping the pooey one doesn't happen on your turn' might be the best bet.