Campbell Ewald PSAs Inspire Continued Commitment to Responsible Fatherhood

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Warren, Michigan – CE (Campbell Ewald) has created a series of new public service announcements on behalf of the U.S. Department of Health and Human Services’ and Administration for Children and Families’, Office of Family Assistance, the National Responsible Fatherhood Clearinghouse (NRFC) and the Advertising Council. The campaign, created pro bono by CE, continues delivering messages that inspire fathers to give their children what they need to succeed — their time.

This year’s campaign continues on the strategy CE started in 2008 to build awareness of the significant impact fathers can have in their children’s lives. The message continues telling fathers “the smallest moments can have the biggest impact on a child’s life” and urges them to “take time to be a dad today.”

“We have had the honor of being involved in the Fatherhood work since 1996,” said Bill Ludwig, CE chairman and CEO. “Our inspiration comes from knowing how important the role of a father is in a child’s life and having the chance to make a lifelong difference in the relationship of so many dads and their kids.”

The new series of PSAs include TV, outdoor, online and mobile advertising. Certain outdoor ads feature a mobile element whereby texting “dad” to 30364 returns a text message with the campaign’s website address, providing fathers with information they need to become better dads. Spanish outdoor and web PSAs were also produced in collaboration with the Hispanic Communications Network.

This campaign has been extremely successful — earning more than $97 million in donated media since 2008. CE’s television work has also earned critical acclaim and numerous awards, including the Bronze Lion Award at Cannes.

For more information visit www.fatherhood.gov.