Marking Father's Day this weekend, President Obama is starring in a new public service campaign launched today by the Ad Council and the Department of Health and Human Services' Administration for Children and Families. The campaign, created pro bono by Campbell-Ewald, Detroit, is designed to remind fathers of the critical role they play in their children's lives and encourage responsible fatherhood.
"Things can get busy, and sometimes we all fall short," says President Obama in the opening TV spot, "but even the smallest moments can have the biggest impact on a child's life. Take time to be a dad today."
Fathers are urged to visit www.fatherhood.gov or call 1-877-4DAD411 for parenting tips and additional resources for fathers. The campaign includes three TV ads and six radio PSAs, in addition to multiple print, web and viral ads, all scheduled to begin airing across the country this weekend.
According to the National Responsible Fatherhood Clearinghouse, which is also involved in the campaign, an estimated 25 million children live without their biological fathers and are at least two to three times more likely to be poor than their peers who live with their parents. They are also more likely to use drugs, experience educational, health and emotional and behavioral problems, be victims of child abuse and engage in criminal behavior. 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.
"We consider it an honor to work on behalf of the NRFC," said Bill Ludwig, vice chairman-chief creative officer of Campbell-Ewald, in making the announcement. "We are very proud that our work informs so many American families about the impact of a father's presence in a child's life and has inspired fathers to simply spend time with their kids. Having the support of President Obama magnifies the attention and the inspiration of this critical message."