By Linsey Davis, ABC
He's being called the ultimate Mr. Mom, doing one daughter's hair while his other child is strapped to his chest.
Doyin Richards posted a picture of himself taking care of his two daughters on a fatherhood blog, and it took off, generating thousands of likes in just a few hours.
And now, the man at the center of this picture is also at the center of passionate debate about parenting roles, a topic he himself addressed on the Katie Couric show.
"We really need to change the narrative on what fatherhood is all about," Richards said. "Get more changing tables in men's bathrooms, do all these things, celebrate the great dads of the world."
Richards says the photo was a snapshot of his life at home in Los Angeles.
"I was on paternity leave in October and my wife was getting ready for work, so I said I will do Emmyko's hair and I'll put Reeko in the ergo and handle it," explained Richards.
Richards then posted the photo on his blog Daddy Doin' Work, writing "I have a dream that people will view a picture like this and not think it's such a big deal."
But it was, and the photo went viral, getting more than 452,000 likes on Facebook.
But the feedback wasn't all positive. Comments ranged from "He probably rented those kids. They don't even look like him" to "Don't change a thing man. You're a great dad"
"I think we're making progress in terms of men not only putting up with that role but embracing it," said parenting expert Dr. Karyn Gordon. "It's a perfect beautiful picture, a model for what a lot of us can actually strive for."
Richards says he'd like to see this debate change typical dad stereotypes from the overly macho to the helplessly bumbling like Phil Dunphy from Modern Family.
"Enough of the negativity, we need to get the great dads of the world and let them know that there's more out there," said Richards. "I'm just one of many."