Parents and families are facing new challenges amid the pandemic, but one thing hasn't changed: the importance of dads being involved in their children's lives. New PSAs announced today—created by the U.S. Department of Health and Human Services' Administration for Children and Families (ACF), the National Responsible Fatherhood Clearinghouse and the Ad Council—encourage fathers to show their "#Dadication" by making time for their kids, even when parenting isn't easy.
The new PSAs are the latest in an ongoing national campaign to encourage dads to be part of their children's lives. Research from ACF shows that having an involved father significantly contributes to happier and healthier children, whether or not the father lives with the child.
"There is no one right way to be a dad. The most important thing is being there for your children," said Heidi Arthur, Chief Campaign Development Officer at the Ad Council. "With this campaign, we can inspire dads everywhere to show 'dadication' and make a difference in their children's lives every day."
"Research has shown that having an active involved father in a household contributes strongly to better overall outcomes for the entire family, especially the children," said Lynn Johnson, assistant secretary for HHS' Administration for Children and Families. "This new public service campaign will help reinforce the importance of a father's presence and involvement in a family dynamic resulting in a happier and more positive family environment."
"These powerful new PSAs remind dads everywhere that they don't have to have all the answers, as long as they continue to show up and show love," said Kenneth Braswell, Project Director for the National Responsible Fatherhood Clearinghouse and Chief Executive Officer for Fathers Incorporated. "We celebrate 'dadication' because when dads are involved in their children's lives, it leads to positive outcomes."
The "#Dadication" concept demonstrates the many ways fathers can show up for their children even in the face of common struggles like financial stress and busy schedules–struggles which may be heightened during the pandemic. Included in the TV spots are the inspiring stories of two real dads describing the challenges and joys of fatherhood paired with home footage and family photos.
The PSAs were developed pro bono by advertising agency Campbell Ewald, and will appear in donated time and space nationwide in all formats, including TV, radio, digital, out-of-home and print.
"As the father of a 17-year-old girl, I know that all dads encounter challenges along the way. We make mistakes, but we come back again and again and try to do better for our kids. That's what dads do, and acknowledging those ups and downs is what makes #Dadication so powerful," said David Bierman, Executive Creative Director, Campbell Ewald.
Since 2013, the campaign has received over $252 million in donated media value, resulting in over 22.3 billion audience impressions across the country.