New #Dadication PSAs Encourage Responsible Fatherhood

The new PSAs capture the stories of three young fathers amp8212 Alex Jose and Sammy amp8212 highlighting some of their quotfatherhood firstsquot in intimate interviews Each father comes from a different background and their stories capture the full range of emotions new fathers may experience amp8211 from anxiety to joy and purpose The stories demonstrate that a fatheramp8217s presence is more important than being perfect amp8220There are going to be obstaclesamp8230 but youamp8217re going to realize youamp8217re not the only oneamp8221 said Alex one of the dadamp8217s featured in the PSAs amp8220Thereamp8217s no perfect way your own way will be the perfect wayamp8221 Much like their own children young dads amp8211 like those featured in these new spots amp8211 face an unfamiliar world themselves But just as children grow and learn so do their fathersamp8220These new PSAs beautifully capture the essence of dedication and love that fathers bring to their roles as they navigate the complexities of parenthoodamp8221 said Heidi Arthur Chief Campaign Development Officer at the Ad Council amp8220Poignant stories like those shared by Alex Jose and Sammy highlight that fatherhood isnamp8217t about having everything figured out itamp8217s about the effort you put inamp8221The new spots were produced probono 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 amp8220full timeamp8221 and parttime or noncustodial 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 endamp8220As 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 amp8212 especially for new fathersamp8221 said ACF Principal Deputy Assistant Secretary Jeff Hild amp8220Fathers make a difference in the lives of their children by being positively and actively involvedamp8221The Director of ACFamp8217s Office of Family Assistance Ann Flagg noted amp8220Fathers provide essential investment in the health and emotional wellbeing of their children This new series of the national fatherhood media campaign highlights fatheramp8217s representative of all American families amp8212 including young dads amp8212 rise to the challenge to love their children through every amp8216firstamp8217 whether itamp8217s the kidamp8217s amp8216firstamp8217 or the fatheramp8217s amp8216firstamp8217amp8221amp8220This 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 presentquot said Kenneth Braswell Project Director at the NationalResponsible Fatherhood Clearinghouse and Chief Executive Officer for Fathers Incorporated amp8220We want to continue empowering fathers to keep embracing their role in parenthood and keep goingamp8221amp8220More 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 dadamp8221 said Silmo Bonomi Chief Creative Officer at Campbell EwaldThe new videos will appear in donated time and space nationwide across broadcast and online video radio print and outofhome assets All PSA materials drive audiences to Fatherhoodgov to find tips and resources for dadsSince 2013 the campaign has received over 370 million in donated media value resulting in over 292 billion audience impressions across the countryFor more information on the campaign and to find resources on fatherhood involvement visit FatherhoodgovPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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New #Dadication PSAs Encourage Responsible Fatherhood

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