Intimate #Dadication PSAs Encourage Responsible Fatherhood

In collaboration with the Administration for Children and Families (ACF) at the US Department of Health and Human Services, and the National Responsible Fatherhood Clearinghouse (NRFC), the Ad Council has launched a new series of public service announcements (PSAs) aimed to celebrate and support responsible fatherhood. The campaign's latest spots are designed to showcase, encourage, and celebrate the efforts of young fathers overcoming everyday parenting challenges to be active and present in their children's lives.

The new PSAs capture the stories of three young fathers - Alex, Jose, and Sammy - highlighting some of their 'fatherhood firsts' in intimate interviews. Each father comes from a different background, and their stories capture the full range of emotions new fathers may experience – from anxiety to joy and purpose. The stories demonstrate that a father’s presence is more important than being perfect. “There are going to be obstacles… but you’re going to realise you’re not the only one,” said Alex, one of the dad’s featured in the PSAs. “There’s no perfect way: your own way will be the perfect way.” Much like their own children, young dads – like those featured in these new spots – face an unfamiliar world themselves. But just as children grow and learn, so do their fathers.

“These new PSAs beautifully capture the essence of dedication and love that fathers bring to their roles as they navigate the complexities of parenthood,” said Heidi Arthur, chief campaign development officer at the Ad Council. “Poignant stories like those shared by Alex, Jose, and Sammy highlight that fatherhood isn’t about having everything figured out, it’s about the effort you put in.”

The new spots were produced pro-bono by advertising agency Campbell Ewald. The creative was heavily informed and driven by extensive exploratory research. This research curated insights from real dads, especially new and young dads between the ages of 16 to 24, and also sought insights from “full time” and part-time or non-custodial fathers. The research showed that all fathers share a common experience of facing new emotions and sacrifices when it comes to being present for their children, but that newness and challenges are always worth it in the end.

“As a father, I know the challenges and rewards of being a new dad are immense. The national fatherhood media campaign reminds us that life is full of firsts - especially for new fathers,” said ACF principal deputy assistant secretary Jeff Hild. “Fathers make a difference in the lives of their children by being positively and actively involved.”

The director of ACF’s Office of Family Assistance, Ann Flagg, noted, “Fathers provide essential investment in the health and emotional well-being of their children. This new series of the national fatherhood media campaign highlights father’s representative of all American families - including young dads - rise to the challenge, to love their children through every ‘first,’ whether it’s the kid’s ‘first’ or the father’s ‘first.’”

“This new creative reflects a renewed commitment to drive awareness and action around responsible fatherhood, reassuring all fathers that the obstacles of fatherhood can be overcome by being present," said Kenneth Braswell, project director at the National Responsible Fatherhood Clearinghouse and chief executive officer for Fathers Incorporated. “We want to continue empowering fathers to keep embracing their role in parenthood and keep going.”

“More than advertising, these are young dads sharing their stories of joy, sacrifice and emotion, encouraging and empowering their peers to keep going and never stop being a dad,” said Silmo Bonomi, chief creative officer at Campbell Ewald.

The new videos will appear in donated time and space nationwide across broadcast and online video, radio, print, and out-of-home assets. All PSA materials drive audiences to Fatherhood.gov to find tips and resources for dads.

Since 2013, the campaign has received over $370 million in donated media value, resulting in over 29.2 billion audience impressions across the country.