The Drum Awards for Marketing - Extended Deadline

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As dads everywhere are preparing to be celebrated for Father’s Day, a new video series launches to showcase the big impacts that come from small moments shared by fathers and their children. Created in partnership between The U.S. Department of Health and Human Services Administration for Children and Families (ACF), along with the National Responsible Fatherhood Clearinghouse, Ad Council and SoulPancake, the videos showcase the personal, authentic accounts of being a dad: the joys, challenges, and cherished moments.

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. There has been a massive growth in father involvement over generations.

#FathersDay #RadDads

“Dads today want to be a bigger part of their children’s lives, and this partnership with SoulPancake helps us show fathers across the country how they can do this,” said Clarence H. Carter, Director in ACF’s Office of Family Assistance, which oversees the fatherhood program. “This new work builds upon the creative efforts of our Clearinghouse’s media campaign, celebrates everything that dads are already doing, and inspires more fathers by emphasizing their critical role in the lives of their kids.”

An extension of the longstanding Responsible Fatherhood media campaign, this uplifting series created by SoulPancake surprises dads with the things they need to hear. Brought into a studio under the guise of a parenting program, each episode shows a dad recounting his parenting triumphs, struggles and fears with complete sincerity – until he is surprised by his kids showing up and sharing what they love most about Dad. What starts as an interview, culminates in an unscripted moment of laughter and tears of joy. By highlighting the humor and candor the dads use to connect with their kids, the videos aim to reassure fathers that the moments spent with their children can make the biggest difference in their lives.

The third of the three-part video series can be seen on SoulPancake’s social channels.