THE ADVERTISING COUNCIL AND THE NATIONAL FATHERHOOD INITIATIVE LAUNCH NEW PSAs
December 20, 2004
10th Anniversary of Campaign Created by Pro Bono Agency, Campbell-EwaldNEW YORK, December 20, 2004 - The Advertising Council and the National Fatherhood Initiative (NFI) joined today to announce the launch of new public service advertisements (PSAs) designed to show dads the critical role they play in their children's lives. For the past 10 years the Ad Council has worked with NFI and volunteer ad agency Campbell-Ewald to create PSAs to communicate to fathers that their presence is essential to their children's well-being and to provide all fathers with the information they need to become better dads.More than 79% of Americans feel "the most significant family or social problem facing America is the physical absence of the father from the home." According to the National Fatherhood Initiative (NFI), research shows that the lack of a father in the home correlates closely with crime, educational and emotional problems, teenage pregnancy, and drug and alcohol abuse. Since the initial launch in 1994, the Paternal Involvement campaign has received more than $340 million in donated media across television, radio, out-of-home, Internet and print. The campaign has been credited in playing a role in the decrease of children living in single-parent homes from 1995-2000. The new television PSAs emphasize to fathers that "the smallest moments can have the biggest impact on a child's life." The PSAs conclude with the tagline, "It takes a man to be a dad" and direct fathers to visit www.fatherhood.org or call 1-800-790-DADS to learn how to become better dads. Actor Tom Selleck lends his voice to the PSAs. "I am thrilled to continue our successful campaign with NFI and Campbell-Ewald to encourage fathers to take an active role in their child's life," said Peggy Conlon, President and CEO of The Advertising Council. "I am confident that these new PSAs will continue to resonate with fathers and encourage them to make a difference in the lives of their children.""The moments captured in these new PSAs will speak directly to the hearts of fathers," said Roland C. Warren, president of the National Fatherhood Initiative. "We are excited about how these ads are going to inspire fathers to become involved in their children's lives and encourage others to support that involvement.""For over a decade we have been honored to help NFI deliver its simple message, "It Takes a Man to Be a Dad," said Tony Hopp, Campbell-Ewald, Chairman and Chief Executive Officer. It is a rewarding experience when strategic insights and great advertising can actually make a difference in the quality of life for so many families across the nation."The PSAs are being distributed to 2,200 outlets nationwide this week. Per the Ad Council model, the PSAs will run and air in advertising time and space that is donated by the media. About The National Fatherhood Initiative The premier fatherhood renewal organization in the country, the National Fatherhood Initiative (NFI) works in every sector and at every level of society to engage fathers in the lives of their children. NFI's national public service advertising campaign promoting fatherhood has generated television, radio, print, Internet, and outdoor advertising valued at over $340 million. Through its National Fatherhood Clearinghouse and Resource Center, NFI offers a wide range of innovative resources to assist fathers and organizations interested in reaching and supporting fathers.About Campbell-EwaldCampbell-Ewald is the nation's sixth largest advertising and marketing communications agency network, with more than 1,200 employees at its headquarters in Detroit, its agency in Los Angeles and five regional offices. In 2003, for the second consecutive year, the agency was named Adweek Agency of Year - Midwest. A part of The Interpublic Group of Companies (NYSE:IPG), Campbell-Ewald partners with a score of national brands, including ACDelco, ALLTEL, BISSELL, Chevrolet, Farmers Insurance, Michelin, OnStar, the United States Navy and the United States Postal Service. For more information on Campbell-Ewald, visit www.campbell-ewald.com.About the Ad CouncilThe Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action, and saving lives.Visit the campaign page to play the new PSAsCONTACT:Beth CostiglioThe Ad Council212-984-1923 bcostiglio@adcouncil.orgPress OfficeDepartment of Health and Human Services202-690-6343
