Nine out of ten parents believe there is a “father absence crisis” in America, according to two national surveys by the National Fatherhood Initiative.
To inspire fathers to become more involved in the lives of their children, the U.S. Department of Health Human Services‘ Administration for Children and Families, Office of Family Assistance, the National Responsible Fatherhood Clearinghouse (NRFC) and The Advertising Council are launching a new series of public service advertisements (PSAs).
The new PSAs feature American Indian, Asian American and Hispanic fathers and their children in an effort to speak to all fathers and potential dads in a national campaign that was launched in 2008.
According to the NRFC, children who live without their biological fathers are on average at least two to three times more likely 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 their married, biological (or adoptive) 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, said The Advertising Council while introducing new PSAs on Monday, Oct. 18.
“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 NRFC.
Created pro bono by C-E (Campbell-Ewald), the new TV, outdoor and Web PSAs emphasize to fathers that “the smallest moments can have the biggest impact on a child’s life.”
The PSAs conclude with the campaign tagline, “Take time to be a dad today” and direct fathers to visit www.fatherhood.gov or call 1-877-4DAD411 for parenting tips, fatherhood programs and additional resources for fathers.
New Spanish outdoor and Web PSAs were produced in collaboration with Hispanic Communications Network (HCN).
Since its launch in 2008, the Fatherhood Involvement campaign has received nearly $97 million in donated media across television, radio, outdoor, print and digital. Per the Ad Council’s model, the PSAs will run and air in advertising time and space that is donated by the media.