The Ad Council is launching the newest iteration of its ongoing national campaign #Dadication to encourage dads to be an active part of their children’s lives by featuring real families.
The campaign is a joint effort of the U.S. Department of Health and Human Services’ Administration for Children and Families (ACF), the National Responsible Fatherhood Clearinghouse (NRFC) and the Ad Council. It points to pandemic-related new challenges in everyday life that shouldn’t be a deterrent to dads being involved in their children’s lives.
The creative was developed pro bono by Campbell Ewald. The agency adapted the production to accommodate social distancing, like casting a real father/daughter duo. The messaging is based on research that looked at how dads are portrayed in popular culture, in order to dispel myths and represent authentic moments between dads and their kids.
“We make mistakes, but we come back again and again and try to do better for our kids,” says David Bierman, executive creative director, Campbell Ewald. “That’s what Dads do, and acknowledging those ups and downs is what makes #Dadication so powerful.”
The PSAs appear in donated time and space nationwide in all formats, including TV, radio, digital, out-of-home and print.
Dads are also encouraged to share their own stories of “#Dadication” on social media, and to visit Fatherhood.gov for tips and resources for spending meaningful time with their kids.