WASHINGTON, June 14, 2011 /PRNewswire/ -- "The smallest
moments can have the biggest impact on a child's life. Take time to
be a dad today." That's the campaign message of new public service
advertisements (PSAs) launching today nationwide in recognition of
Father's Day. According to the U.S.
Census Bureau, an estimated 24 million children (34%) in the U.S.
live apart from their fathers. The PSA campaign is an effort
between the U.S. Department of Health and Human Services' (HHS)
Administration for Children and Families, Office of Family
Assistance and the Ad Council to show fathers the unique and
irreplaceable role they play in their children's lives.
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From the time the Responsible Fatherhood campaign began in 2008,
the PSAs have featured different segments of the population each
year and the various challenges fathers face. This year's
campaign focuses on military and Hispanic fathers. An
unforgettable reunion between a military father and his daughter is
captured when he surprises her in her classroom.
"The President has said there is no more important job he or any
other man can have than being a father," said Joshua DuBois, Special Assistant to the
President and Executive Director of the White House Office of
Faith-based and Neighborhood Partnerships. "We are excited to
promote fatherhood through this year's media campaign as we all
work toward addressing the crisis of father absence in our
communities."
According to the National Responsible Fatherhood Clearinghouse
(NRFC), children who live without their biological fathers are on
average at least two to three times more likely to experience
educational, health, emotional and behavioral problems, to be
victims of child abuse and to engage in criminal behavior than
their peers who live with their married, biological (or adoptive)
parents.
Whether they live together or just see each other occasionally,
research shows kids benefit greatly when their fathers are actively
involved in their lives. The Responsible Fatherhood campaign urges
fathers to be proactive and not wait for their children to ask them
to read them a book, play a game, or sit down together for a meal
-- but take the lead. Spending time with your children can energize
the relationship and create a stronger bond between a father and
child.
"This Sunday we celebrate fathers nationwide, including those
men who are serving in the military," said Peggy Conlon, president and CEO of the Ad
Council. "By launching this campaign in advance of Father's Day, we strongly believe these touching
PSAs will inspire fathers throughout the year to take the time to
be involved in their children's lives."
Created pro bono by Campbell Ewald (CE), this year's
campaign includes new TV, radio, outdoor and Web PSAs that include
Hispanic fathers and Military dads, and the small, yet precious
moments they share with their children.
"We are proud to further the conversation our work ignited years
ago about the irreplaceable role fathers play in their children's
lives," said Bill Ludwig, chairman
and CEO of Campbell Ewald. "We hope to inspire and engage fathers
through the relevant and heartwarming messages while enhancing the
quality of life of their children."
The U.S. Census reports that 34% (slightly higher than the
national average) of Hispanic children live in father-absent homes;
while more than 1.8 million children of military dads suffer from
the unique stresses of military life. New Spanish television, radio
and outdoor PSAs were developed in collaboration with the Hispanic
Communications Network.
All of the PSAs direct fathers to visit the campaign
website, www.fatherhood.gov, or call 1-877-4DAD411 for
fatherhood programs, resources and a series of downloadable
"Take Time Tips" that are fun and budget friendly,
including:
- Create small moments that bring big rewards – Go for a
walk, read a story, cook dinner, play a video game or board game,
color a picture, or do a crossword puzzle with your child. These
everyday activities are easy, affordable and can spark
conversation, laughter and lasting memories.
- Be a digital dad – Send your child a text message for no
reason at all, other than to say, "I love you," or "Great job on
the test."
- Come and get it – Eat meals with your children.
Breakfast, lunch and dinner create an opportunity to give your
child your full attention. It's a time to share news about your
lives, have discussions and make plans for your family.
This year's campaign also includes a second series of PSAs that
were developed in collaboration with The Walt Disney Studios. The
new television, radio, outdoor and digital ads feature the lovable
animated characters from the movie The Lion King. The PSAs
illustrate the important role fathers play in their children's
lives and ask fathers to play a part in "the circle of life." The
PSAs direct fathers to visit www.fatherhood.gov.
To date the campaign has received nearly $123 million in donated media across television,
radio, outdoor, print and digital. Per the Ad Council's model, the
PSAs will run and air in advertising time and space that is donated
by the media.
HHS
Through HHS, the federal government supports responsible fatherhood
in diverse ways. Because engaged fathers strengthen families and
contribute to healthy outcomes for children, many HHS programs
integrate support for fathers. These include Head Start,
Child Support programs, and Temporary Assistance for Needy
Families. HHS also supports programs that focus on
responsible fatherhood, such as the Promoting Responsible
Fatherhood grant program administered by the Office of Family
Assistance.
National Responsible Fatherhood Clearinghouse
The National Responsible Fatherhood Clearinghouse (NRFC) is funded
by the Administration for Children and Families' Office of Family
Assistance's (OFA) efforts to assist States and communities in
promoting and supporting Responsible Fatherhood. Primarily a tool
for professionals operating Responsible Fatherhood programs, the
NRFC provides access to print and electronic publications, timely
information on fatherhood issues, and targeted resources that
support OFA-funded Responsible Fatherhood grantees. The NRFC
Website also provides essential information for other audiences
interested in fatherhood issues. The address for the NRFC website
is www.fatherhood.gov.
The Advertising Council
The Ad Council is a non-profit organization with a rich history of
marshalling volunteer talent from the advertising and media
industries to deliver critical messages to the American public.
Having produced literally thousands of PSA campaigns addressing the
most pressing social issues of the day, the Ad Council has
effected, and continues to effect, tremendous positive change by
raising awareness, inspiring action, and saving lives. To learn
more about the Ad Council and its campaigns,
visit www.adcouncil.org.
CE
(CE) Campbell Ewald is a collaborative marketing communications
company that provides clients game-changing solutions. As one of
the nation's largest communications brands, CE is made up of a
collective of thought leaders with innovative capabilities both
traditional and specialized, including advertising; insights and
solutions planning; integrated content strategy and development;
social, relationship, retail and experiential marketing;
interactive/digital; and strategic media planning and buying.
CE has offices in Detroit,
Los Angeles, San Antonio, Miami and Washington, D.C. A part of The Interpublic
Group of Companies (NYSE:IPG), CE partners with a score of national
brands, including Alltel Wireless, Carrier, Chicken of the Sea,
General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and
Stains, OnStar, USAA, the United States Environmental Protection
Agency, the United States Mint, the United States Navy and the
United States Postal Service. Please visit us on www.c-e.com,
Facebook and Twitter.
Hispanic Communications Network
Hispanic Communications Network -HCN - is the leading social
& cause marketing communications firm targeting Latinos in the
U.S. With over 27 years of experience, with an unrivaled network of
more than 200 affiliated radio stations and nearly 100 newspapers,
HCN serves Hispanics nationwide with vital information in Spanish
on healthcare, higher education, financial literacy, homeownership,
science, technology, immigration and the environment. We
produce dynamic media campaigns that blend television, radio, print
and online elements to open doors of opportunity for the nation's
largest minority group. HCN partners with organizations that share
a commitment to strong communities.
SOURCE The Advertising Council