U.S. Department of Health and Human Services' Administration for Children and Families, Office of Family Assistance, National Responsible Fatherhood Clearinghouse and Ad Council Show Fathers the Critical Role They Play in Their Child's Life

New Public Service Advertisements Inspire Fatherhood Involvement

Oct 20, 2010, 15:15 ET from The Advertising Council

WASHINGTON, Oct. 18 /PRNewswire/ -- Nine out of ten parents believe there is a "father absence crisis" in America, according to two national surveys by the National Fatherhood Initiative. To inspire fathers to become more involved in the lives of their children, the U.S. Department of Health Human Services' Administration for Children and Families, Office of Family Assistance, the National Responsible Fatherhood Clearinghouse (NRFC) and The Advertising Council are launching a new series of public service advertisements (PSAs).

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The new PSAs feature American Indian, Asian American and Hispanic fathers and their children in an effort to speak to all fathers and potential dads in a national campaign that was launched in 2008.  

According to the 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. Children with involved, loving fathers are significantly more likely to do well in school, have healthy self-esteem, exhibit empathy and pro-social behavior and avoid high-risk behaviors.  

"These new PSAs continue the National Responsible Fatherhood Clearinghouse's tradition of delivering messages that inspire dads to give their children what they need to succeed: their time," said Roland C. Warren, Media Campaign Director of the National Responsible Fatherhood Clearinghouse.

Created pro bono by C-E (Campbell-Ewald), the new TV, outdoor and Web PSAs emphasize to fathers that "the smallest moments can have the biggest impact on a child's life." The PSAs conclude with the campaign tagline, "Take time to be a dad today" and direct fathers to visit www.fatherhood.gov or call 1-877-4DAD411 for parenting tips, fatherhood programs and additional resources for fathers. New Spanish outdoor and Web PSAs were produced in collaboration with Hispanic Communications Network (HCN).  

"We are proud to continue our work with the Department of Health and Human Services on this campaign that is helping fathers recognize the critical role they play in their children's lives," said Peggy Conlon, president & CEO of the Ad Council. "These lighthearted and touching PSAs will demonstrate to all fathers that the time they spend with their children can make a significant impact on their lives."

"It has been our privilege to be a part of this worthwhile endeavor," Bill Ludwig, chairman and CEO of Campbell-Ewald said.  "We want to inspire a new commitment of active fatherhood with an engaging message to fathers that even the smallest moments can have the biggest impact on a child's life, while capturing the hearts of viewers everywhere."  

Since its launch in 2008, the Fatherhood Involvement campaign has received nearly $97 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.

Campbell-Ewald

C-E (Campbell-Ewald) is one of the nation's largest advertising, direct and digital communications agencies, with offices in Detroit, Los Angeles, San Antonio, Atlanta, Chicago, Dallas, New York, and Washington, D.C. A part of The Interpublic Group of Companies (NYSE: IPG), C-E partners with a score of national brands, including Alltel Wireless, Carrier, General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and Stains, OnStar, Remington Arms, USAA, United States Environmental Protection Agency, United States Mint, United States Navy and the United States Postal Service.

SOURCE The Advertising Council



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