Spike TV Celebrates Fatherhood with 'True Dads' National Outreach Campaign

New York Yankee Legend Don Mattingly Named Spokesperson For Campaign's

"Catch On" Promotion That Kicks-Off Father's Day

Overall Campaign Includes PSAs, Specials, Online Resources And Community


Jun 13, 2007, 01:00 ET from Spike TV

    NEW YORK, June 13 /PRNewswire/ -- Just in time for Father's Day, Spike
 TV celebrates dads with TRUE DADS, the network's new national outreach
 campaign designed to celebrate the unique and transformative relationship
 that is fatherhood. The network also announces that New York Yankee legend
 and current coach Don Mattingly has been named spokesperson for Spike TV's
 TRUE DADS first campaign promotion entitled "Catch On."
     In the 21st century, it is critical that all kinds of fathers -
 traditional fathers, stepfathers, non-custodial fathers, and father-mentors
 - are provided with the encouragement and resources they need to positively
 influence tomorrow's generation.
     Spike TV's TRUE DADS initiative celebrates and highlights fathers who
 take an active role in their children's lives, demonstrating that it is
 both a rewarding and fulfilling experience. The initiative is designed to
 encourage responsible fathering and provide the tools and resources to
 fathers to improve their parenting skills, such as how to talk with their
 kids, how to balance work & family and ideas of activities to spend more
 time with their children.
     Spike TV will support TRUE DADS with a mutli-platform campaign that
 includes PSAs featuring both celebrity and everyday dads, original
 television programming, local community outreach events including events
 with several Minor League Baseball teams, an enhanced digital media site
 located at spiketruedads.com, national promotions/sweepstakes and strategic
 partnerships with National Fatherhood Initiative, ParentsConnect.com and
 GoCityKids.com, among others.
     On Father's Day, Sunday, June 17, Spike TV will kick-off TRUE DADS with
 its first national promotion with "Catch On" featuring New York Yankee
 legend Don Mattingly who will appear in a PSA. "Catch On" encourages dads
 to go out and have a catch -- baseball, football, Frisbee, etc. - with
 their son or daughter. Dads are then directed to visit spiketruedads.com
 and send in a picture showing off their special time with their kids and
 enter for a chance to win a pair of season tickets for their favorite
 sports team. Spike TV's TRUE DADS "Catch On" promotion will run thru Labor
 Day 2007.
     Spike TV's TRUE DADS "Catch-On" spokesman Don Mattingly spent his
 entire 12-year career with the New York Yankees. "Donnie Baseball" was a
 six-time all star and nine-time Gold Glove first baseman. In his second
 full season in 1984, he won the American League batting title (.343) and in
 1985 he won the AL MVP award with an MLB leading 145 RBIs. In 1987,
 Mattingly set an MLB record by hitting a home run in eight consecutive
 games and solidified himself as a fan-favorite with his no-nonsense
 attitude and team-oriented demeanor. He was named Team Captain in 1991,
 joining only 10 others including baseball immortals Babe Ruth and Lou
 Gehrig, and hit .417 in his only post-season appearance in 1995.
     Following his retirement in 1996, Mattingly returned to Evansville, IN
 to help his wife, Kim, raise their three sons, Taylor, Preston, and Jordan.
 The Mattingly baseball genes are quite apparent as Preston (19) is a top
 prospect in the LA Dodgers organization while Taylor (22) briefly played in
 the Yankees minor league system. Mattingly currently serves as a bench
 coach under Yankee manager Joe Torre.
     Additionally, in honor of Father's Day Spike TV's TRUE DADS campaign
 will make a $10,000 contribution to the Mayor's Fund to Advance New York
 City, a not-for-profit organization which identifies organizations across
 the five boroughs of New York City that work with families in order to help
 children by increasing positive father involvement from dads who are
 married, divorced or single. Further donations to family/parenting
 organizations that target fathers across the country to be announced
 throughout the year.
     All dads are encouraged to log onto spiketruedads.com to learn more
 about Spike TV's TRUE DADS campaign including stories about real dads,
 access to local events and activities for dads to take action close to home
 and for helpful tips for dads to spend quality time with their kids.
     The premier fatherhood renewal organization in the country, National
 Fatherhood Initiative (NFI) works in every sector and at every level of
 society to engage fathers in the lives of their children. NFI's national
 public service advertising campaign promoting fatherhood has generated
 television, radio, print, Internet, and outdoor advertising valued at over
 $487 million. Through its resource center, Father

SOURCE, NFI offers a wide range of innovative resources to assist fathers and organizations interested in reaching and supporting fathers. Spike TV is available in 91.6 million homes and is a division of MTV Networks. A unit of VIACOM (NYSE: VIA, VIA.B), MTV Networks is one of the world's leading creators of programming and content across all media platforms.