Fatherhood Ad Campaign Uses Cherished Dad Jokes as Focus
WASHINGTON, Aug. 16, 2017 : Today, HHS' Administration for Children and Families (ACF), along with the National Responsible Fatherhood Clearinghouse, has launched a new series of public service advertisements (PSAs) recognizing the critical role fathers play in the lives of their children.
An estimated 24 million children in the U.S. don't live with their biological fathers. A recent Ad Council study on Fatherhood Involvement found that most fathers surveyed said that the issue of "father involvement" was important to them personally and most have sought information about how to spend more quality time with their children.
"Although this campaign utilizes a lighthearted approach to the subject of effective fatherhood, its emphasis is one of real importance to fathers and families everywhere; that fathers play a crucial role in impacting positively the lives of their children and of their families as a whole," said Steve Wagner, ACF acting assistant secretary.
The campaign tagline "Take time to be a dad today" is part of an ongoing effort to encourage dads to play an active role in their children's lives. Kids are featured in the PSAs re-telling the cherished jokes their dads shared with them, uniquely emphasizing the simple moments that a dad and child can share. Lisa Sherman, President and CEO of the Ad Council adds, "Dad jokes represent more than just a trend; these jokes are smiles, moments, and memories made with one of the most important people in a child's life. We hope this work shows dads that making an impact on their children's lives can be as simple as making them laugh."
"Jokes can be found in every dad's bag of tricks — dads of all backgrounds, situations and complexities. Some are groan-worthy and some are downright corny. But that exchange of humor, which only takes a shared moment between dads and kids, creates cherished childhood memories," said Jo Shoesmith, Chief Creative Officer at Campbell Ewald, creative agency behind the Dad Jokes campaign. "This work captures all of the natural, quirky ways kids go about reciting jokes shared by their dads."
The Ad Council is distributing the new PSAs to media outlets nationwide this week, and they will also be made available through PSACentral.org.
According to Kenneth Braswell, Executive Director of Fathers Incorporated and Director of the National Responsible Fatherhood Clearinghouse, "The only thing better than a well-delivered, corny dad joke from your dad is hearing it from your child. Once you become a dad, you cherish these small, fun moments. The new PSAs are a reminder that dads make memorable and meaningful contributions to their children in many different ways."
Stay connected with the campaign via social media on Facebook and Twitter. Individuals can also join the conversation by using the hashtag #DadJokesRule to share their own "dad jokes."