Parents and families are facing new challenges amid the pandemic, but one thing hasn’t changed: the importance of dads being involved in their children’s lives. New PSAs–created by Campbell Ewald for the U.S. Department of Health and Human Services’ Administration for Children and Families (ACF), the National Responsible Fatherhood Clearinghouse and the Ad Council–encourage fathers to show their “#Dadication” by making time for their kids, even when parenting isn’t easy.
Research from ACF shows that having an involved father significantly contributes to happier and healthier children, whether or not the father lives with the child.
“These powerful new PSAs remind dads everywhere that they don’t have to have all the answers, as long as they continue to show up and show love,” said Kenneth Braswell, project director for the National Responsible Fatherhood Clearinghouse and CEO for Fathers Incorporated. “We celebrate ‘dadication’ because when dads are involved in their children’s lives, it leads to positive outcomes.”
Included in the campaign is this PSA, “Doors,” in which a dad hears his kid upstairs moving about and slamming doors. The father yells a simple love you message which his son responds to via text.
Lisa Gunning of Imperial Woodpecker directed the public service work.
