Former Major Leaguers & MLB Network Analysts Eric Byrnes, Mark DeRosa and Al Leiter Showcase the Importance of Being a Dad in New National Public Service Campaign

MLB Network Joins Ad Council and National Responsible Fatherhood Clearinghouse to Launch New Fatherhood Involvement PSAs

News provided by

The Ad Council

Sep 24, 2015, 03:08 ET

NEW YORK, Sept. 24, 2015 /PRNewswire/ -- MLB Network, Major League Baseball's 24/7 cable TV network, is joining the U.S. Department of Health and Human Services' Administration for Children and Families' Office of Family Assistance, the National Responsible Fatherhood Clearinghouse (NRFC), and the Ad Council to launch a new public service advertisement (PSA) that encourages dads to recognize their critical role and give them the tools to help get more involved. Today, a new PSA starring former Major Leaguers and MLB Network analysts Eric Byrnes, Mark DeRosa and Al Leiter was unveiled on the weekday morning show MLB Central to inspire dads throughout the country to get more involved in their children's lives.

Byrnes, DeRosa and Leiter and their children are featured throughout the PSA in an effort to inspire a nationwide commitment to fatherhood. The PSA shows touching moments while promoting the idea that "distance doesn't matter" as a reminder that you don't necessarily need to be physically present in your child's life to make an impact and stay connected. The creative asset directs fathers to visit www.fatherhood.gov or to call 1-877-4DAD411 to access information to become more involved, including parenting tips, fatherhood programs and additional resources.

"For a campaign aiming to reach dads throughout the country, MLB Network was a perfect partner," said Lisa Sherman, President and CEO of the Ad Council. "This campaign has already made such an impact on fathers and families throughout the country and support from such reputable athletes and fathers will further show dads how important their role is in their children's lives."

Children with involved, loving fathers are significantly more likely to do well in school, have healthy self-esteem, exhibit empathy and pro-social behavior, and avoid high-risk behaviors such as drug use, truancy, and criminal activity compared to children who have uninvolved fathers.

"This PSA helps dispel a harmful myth -- that busy dads away from home aren't as involved in their children's lives. The truth is that there are many ways to be connected and engaged and regardless of a father's time at home, his active, positive participation in raising his children is now more important than ever. In fact, research shows that fatherhood involvement is not only essential to children's wellbeing, but also to our communities and society as a whole," said NRFC Director Kenneth Braswell.

This month, the Ad Council will distribute the television public service ad to media outlets nationwide. In addition, the Ad Council will make all PSA materials available through PSACentral.org. MLB Network will utilize its on-air platform and digital and social media assets, including www.mlbnetwork.com, @MLBNetwork on Twitter, and MLB Network's Facebook webpage to generate awareness of the public service initiative.

The new PSA is an extension of the Ad Council's award-winning Fatherhood Involvement campaign, which launched in 2008. The ad will air and run in time and space entirely donated by the media. To date, the Fatherhood Involvement campaign has received more than $245 million in donated media.

The Ad Council
The 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 affected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.

HHS
HHS supports responsible fatherhood in diverse ways. Because engaged fathers strengthen families and contribute to healthy outcomes for children, many HHS programs integrate support for fathers. These include Head Start, child support programs, and Temporary Assistance for Needy Families. HHS also supports programs that focus on responsible fatherhood, such as the Promoting Responsible Fatherhood grant program administered by the Office of Family Assistance.

National Responsible Fatherhood Clearinghouse
The National Responsible Fatherhood Clearinghouse (NRFC) is funded by the Administration for Children and Families' Office of Family Assistance's (OFA) efforts to assist States and communities in promoting and supporting Responsible Fatherhood. Primarily a tool for professionals operating Responsible Fatherhood programs, the NRFC provides access to print and electronic publications, timely information on fatherhood issues, and targeted resources that support OFA-funded Responsible Fatherhood grantees. The NRFC Website also provides essential information for other audiences interested in fatherhood issues. The address for the NRFC website is www.fatherhood.gov.

MLB Network
MLB Network is the ultimate television destination for baseball fans, featuring the multiple Emmy Award-winning MLB Tonight, live regular season and Postseason game telecasts, original programming, highlights, and insights and analysis. MLB Network debuted on January 1, 2009 in a record-setting 50 million homes, is currently distributed in approximately 70 million homes throughout the U.S., Canada and Puerto Rico, and is available for live, authenticated streaming via MLB.com At Bat and MLBNetwork.com. For more information and to find MLB Network in your area, go to www.MLBNetwork.com.

SOURCE The Ad Council