These sweet ads about fatherhood during the pandemic encourage dads to be involved in their kids' lives

PSA campaign from the Ad Council uses the hashtag #Dadication

Published On
Sep 28, 2020

Editor's Pick

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 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.”


Sep 28, 2020
Client :
Ad Council
Agency :
Executive Creative Director :
David Bierman
Executive Creative Director :
Laura Rogers
Creative Director :
Tom Cerroni
Creative Director :
Joe Godard
Senior Art Director :
Nicole Regan
Copywriter :
Tim Cahill
Chief Strategy Officer :
Kari Shimmel
Group Director Integrated Strategy :
Chris Marchegiani
Director of Integrated Production :
John Haggerty
Senior Producer :
Michael Olk
Art Producer :
Nick Karebian
Senior Business Manager :
Brenda Gorman
Talent Manager :
Teri Kachler
Director of Account Services :
Colin Padden
Account Director :
Kelly Hawkey
Senior Account Executive :
Rashelle Chu
SociedAD :
Campbell Ewald
Chief Creative Officer :
Jorge Moya
Managing Director :
Carla Mercado
Production Company :
Imperial Woodpecker
Director :
Lisa Gunning
Managing Partner :
Doug Halbert
Executive Producer :
Charlie Cocuzza
Producer :
Robby Mooring
Editing House :
Union Editorial
Editor :
Lisa Gunning
Executive Producer :
Joe Ross

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