“Take Time To Be a Dad Today” – Ad Campaign Resurrected

Interesting news was released today on the topic of involved fatherhood.  New York Times published, Ads Urge Fathers to ‘Take Time’ to Be a Dad by Jane Levere. Thanks to Mr. Spillman, one of the most involved dads I know, for passing on the news.  The advertising council introduced a new series of public service ads today, promoting greater involvement by fathers in their children’s lives and aimed at American-Indian, Asian-American and Hispanic fathers.  The campaign previously featured an African-American father teaching his daughter to cheerlead, as well as Hispanic and Caucasian fathers.  The new ads were created “to make sure the campaign represents a broader community of fathers.”  You will start seeing these print ads (similar to the picture above) and tv commercials in full force.

Roland C. Warren, media campaign director for the National Responsible Fatherhood Clearinghouse, said the message of the new ads was consistent with previous advertising: All ads created by Campbell-Ewald since 2008 have told fathers “the smallest moments can have the biggest impact on a child’s life” and urged them to “take time to be a dad today.”

Why the need for the involved father ad campaign (as opposed to involved parent)?

According to a survey by the National Fatherhood Initiative, a nonprofit organization, nine out of 10 parents believe there is a “father absence crisis” in America. And the National Responsible Fatherhood Clearinghouse has found that children who live without their biological fathers are, on average, two to three times more likely to have educational and health problems, be victims of child abuse and engage in criminal behavior than peers who live with their married biological or adoptive parents.

Conversely, the group also has found that children with involved, loving fathers are far more likely to do well in school, have healthy self-esteem and avoid high-risk behavior.

Even though I am not the target audience for this campaign, it will be nice to see the media highlight fathers around the city (and the country) in these ads.  Gotta love the quote from the CEO of the group responsible for creating the ads, “You don’t need to be a hero to be a great dad, just spend time with your kids.” Exactly!