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Video: The U.S. Department of Health and Human Services, Administration for Children and Families, Office of Family Assistance, and the Ad Council Launch New PSAs to Inspire a New Commitment to Responsible Fatherhood

Posted on: Thursday, 8 October 2009, 10:00 CDT

NEW YORK, Oct. 8 /PRNewswire/ -- In an effort to show fathers the unique and irreplaceable role they play in their children's lives, the U.S. Department of Health and Human Services' Administration for Children and Families (ACF), Office of Family Assistance (OFA) and the Ad Council joined today to announce the launch of new public service advertisements (PSAs).

To view the Multimedia News Release, go to: http://www2.prnewswire.com/mnr/adcouncil/40413/

"Fathers are crucial to the healthy development of their children," said Carmen Nazario, Assistant Secretary for Children and Families. "These moving public service ads will encourage fathers to be better providers, protectors, and mentors."

The effort is part of ACF's ongoing National Responsible Fatherhood Clearinghouse Media Campaign, which is designed to promote and encourage responsible fatherhood and provide access to resources, parenting assistance, programs and education services for fathers and practitioners.

"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 Campbell-Ewald, the new TV, radio, print, outdoor and online PSAs emphasize to fathers that "the smallest moments can have the biggest impact on a child's life." The PSAs conclude with the tagline, "Take time to be a dad today" and direct fathers to visit www.fatherhood.gov or call 1-877-4DAD411 for parenting tips and additional resources for fathers. New Spanish radio PSAs were developed and translation of the new materials was provided by Hispanic Communications Network (HCN).

"This campaign continues to make a difference in the lives of dads and their kids," said Peggy Conlon, President & CEO of the Ad Council. "Thanks to the National Responsible Fatherhood Clearinghouse and Campbell Ewald these poignant PSAs will capture the hearts of Americans and inspire fathers to become more involved in their children's lives."

According to the National Responsible Fatherhood Clearinghouse (NRFC), an estimated 24 million children live absent their biological fathers, and they are at least two to three times more likely to be poor, to use drugs, 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 both of their 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.

"Since first partnering with the NRFC and the Ad Council in 1996, our goal has been to change the world, one father at a time," said Bill Ludwig, Vice Chairman, Chief Creative Officer at Campbell-Ewald. "We are honored to help highlight the vital role of being a father, and more importantly, to inspire dads to take an active role and make a difference in their children's lives."

Since its launch in 2008, the NRFC's Promoting Responsible Fatherhood campaign has received more than $46 million in donated media across television, radio, out-of-home, Internet and print. Per the Ad Council 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 Administration for Children and Families' Office of Family Assistance's (OFA) efforts to assist States and communities to promote and support 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 Web site also provides essential information for other audiences interested in fatherhood issues (www.fatherhood.gov).

Campbell-Ewald

Campbell-Ewald is one of the nation's largest advertising and digital communications agencies, with more than 1,100 employees and offices in Detroit, Los Angeles, Atlanta, Chicago, Dallas, New York, and Washington, D.C. A part of The Interpublic Group of Companies (NYSE: IPG), Campbell-Ewald partners with a score of national brands, including Alltel Wireless, ARAMARK, Buffalo Wild Wings, Carrier, Chevrolet, 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. For more information on Campbell-Ewald, visit www.campbell-ewald.com.

The Advertising Council

The Ad Council is a private, 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.

SOURCE The Ad Council

Source: PR Newswire

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