Fatherhood Involvement Partner Toolkit
This toolkit is a resource to extend the reach of this important campaign: PSAs, printable materials, social media assets, and helpful tips to engage your partners and your community.
About 1 out of every 2 working dads (48%) say they spend too little time with their kids and want to do a better job at parenting. To inspire and support men in their commitment to responsible fatherhood, the Ad Council has partnered with the National Responsible Fatherhood Clearinghouse (NRFC) on the Fatherhood Involvement campaign.
About 1 out of every 2 working dads (48%) say they spend too little time with their kids and want to do a better job at parenting. To inspire and support men in their commitment to responsible fatherhood, the Ad Council has partnered with the National Responsible Fatherhood Clearinghouse (NRFC) on the Fatherhood Involvement campaign.
About the campaign
This campaign encourages dads to play an active role in their children's lives. The campaign aims to inspire a new commitment to responsible fatherhood and serve as a resource for fathers by directing them to visit Fatherhood.gov for parenting tops, fatherhood programs, and other resources.
Resources to amplify the campaign
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Campaign fact sheetA one-page fact sheet includes background information about the campaign.
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Campaign talking pointsThis document provides simple talking points to help discuss the campaign in a coordinated and consistent way.
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Local media outreach guideCustomize and share this press release with local media outlets.
Press release
#Dadication PSAs Encourage Responsible Fatherhood
As Father’s Day approaches, dads share heartwarming stories of “parenting firsts,” to inspire and empower fathers to be active and present in their children's lives.
Spread the word
Amplify the fatherhood involvement campaign by spreading the word with social media assets, customizable posters, and more.
Frequently Asked Questions
- What is the fatherhood campaign?
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To inspire and support men in their commitment to responsible fatherhood, the Ad Council partnered with the National Responsible Fatherhood Clearinghouse (NRFC) to reach out to fathers with a multi-platform advertising campaign.
About 1 out of every 2 working dads (48%) say they spend too little time with their kids and want to do a better job at parenting. Children who feel close to their fathers exhibit better cognitive and social functioning, including increased self-control, self-esteem and empathy. Overall, having an involved father significantly contributes to happier and healthier children; and this is true whether the father lives with his child or not.
The Fatherhood Involvement campaign PSAs highlight the experiences of real dads who share a commitment to being there for their kids through parenting highlights and challenges. By acknowledging the hard work they put forth in the face of hardships, the campaign seeks to provide all fathers with confidence to keep going in their efforts to be present for their children. - Who is the fatherhood campaign's target audience?
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The Fatherhood Involvement campaign aims to reach all fathers of children ages 0-18. The PSAs are created for all dads, and the campaign speaks to a wide range of fathers from all walks of life, including:
- Hispanic and African-American Dads
- Military Dads
- Non-Custodial Dads
- Low Income Dads
- Rural Dads
- Young Dads
- How do I get copies and access the public service announcements?
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All PSAs are available for preview and can be accessed by media supporters on our site.
To download our PSAs, you will be required to sign up for assets here and create a new username and password. You can browse and preview our PSAs by using our enhanced search functionality, including faceted search with new filter options. You can search by "Campaign", "Asset" and/or "Media Type." You can also use the advanced search or keyword search for more options. Once you find the PSAs you are interested in and you are ready to download you will be required to sign in using your username and password.
AdCouncil.org Features Include:
• TV, Radio, Online/Mobile, Print & Out Of Home formats available - including broadcast quality HD + SD TV spots
• Enhanced search functionality, including faceted search with new filter options
• Cart feature with options to download PSAs from cart, email PSAs from cart, or save PSAs to your FTP server
Once you access these files, you can use them for educational purposes or in donated media space and time. We would appreciate your help in encouraging media stations or websites to donate space for these ads. To help you with that process, we have some support materials available in the Media Outreach section. Please note: expired PSAs are NOT available for broadcast. - What are the fatherhood campaign objectives?
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The main objective of the campaign is to encourage dads to play an active role in their children’s lives. It achieves this by:
• Inspiring a new commitment to responsible fatherhood.
• Serving as a resource for fathers by directing them to visit Fatherhood.gov for parenting tips, fatherhood programs, and other resources. - How will the fatherhood campaign be evaluated?
- Program evaluation is a critical component of every Ad Council campaign. To assess a campaign’s effectiveness and impact, the Ad Council adheres to a rigorous framework of evaluation for each campaign. This framework establishes metrics early in the campaign process to measure each campaign’s exposure, recognition, engagement and impact among identified target audiences. Specific methodologies used to measure each of these evaluative components include: donated media support, press coverage, consumer response, consumer tracking studies and national trend studies. These methods continue to evolve based on the new media landscape and consumer behavior.
- How can I get involved with the fatherhood campaign?
- There are many ways to get involved. The Fatherhood Involvement Toolkit includes helpful information and thought-starters on how to engage your community or organization in the important conversations about fatherhood involvement. Additionally, sharing messages and social media content on your channels is an easy and quick way to lend your support. If you have more time, you can help promote the campaign with your local media using resources on this toolkit.
