A new PSA campaign from the Ad Council uses the hashtag #Dadication to encourage dads to be part of their children's lives, even with the challenges of the pandemic.

Two spots show fathers making time for their kids, even when parenting isn't easy. In one, a WFH dad ends up working on his laptop under his daughter's bed, after rushing up to settle her to sleep. Another sees a dad communicating via text with an unseen teenager as he hears doors slamming upstairs after what seems to have been a row. The campaign also includes two films featuring real-life fathers speaking about the challenges of parenting, together with home footage. 

The spots were created by created by Campbell Ewald on behalf of the the Ad Council together with the U.S. Department of Health and Human Services’ Administration for Children and Families (ACF) and the National Responsible Fatherhood Clearinghouse. Directed by Lisa Gunning via Imperial Woodpecker, the campaign is running on TV, radio, digital, out-of-home and print, all with donated media. It also encourages dads to share their own stories of “#Dadication” on social media, and to visit Fatherhood.gov for hints and tips on fatherhood. This campaign continues the organizations' long-running efforts supporting "Responsible Fatherhood," which began in 2006.

“Research has shown that having an active involved father in a household contributes strongly to better overall outcomes for the entire family, especially the children,” said Lynn Johnson, assistant secretary for HHS’ Administration for Children and Families, in a statement. “This campaign will help reinforce the importance of a father’s presence and involvement in a family dynamic, resulting in a happier and more positive family environment.”