New campaign promotes dads and daughters


I’m a dad. And I have daughters. So I am jealous (that I didn’t do it) and heart-warmed that the U.S. Department of Health and Human Services Administration for Children and Families (ACF) has released a series of moving online videos that any dad (I would think) can relate to about fathers and daughters.

Multiple studies underscore the benefits girls reap from having an involved father in their lives. Daughters with involved fathers are more likely to graduate from college and enter higher paying, more demanding jobs traditionally held by men.

The best bonding time between dads and daughters takes place during shared activities, such as playing a sport, working together or traveling together. When asked about moments when they felt especially connected to their dads, daughters commonly mention the time when they began to play a sport. These types of activities build trust and self-esteem, and in turn positive life outcomes like goal-directed behavior and optimistic thinking.

“Play Catch with Her,” highlights the positive outcomes that result from fathers and daughters engaging in a simple game of catch. Created in partnership between, with the National Responsible Fatherhood Clearinghouse, Ad Council and directors Amy Hill and Chris Riess, the video captures the one-of-a-kind bond forged between fathers and daughters of all ages who connect through this shared moment.

“This campaign addresses a critical issue and its newest iteration reminds fathers that both girls and boys benefit from their involvement during childhood,” said Ad Council President and CEO Lisa Sherman. “We’re excited to be working with Amy Hill and Chris Riess, two tremendously accomplished filmmakers, to tell the next chapter of this story in such an impactful and heartfelt way.”

An extension of the longstanding Responsible Fatherhood media campaign, the video reminds fathers that the smallest moments spent with their daughters can make the biggest difference in their lives. A game of catch, or similar shared moment, creates space for dads to enhance communication with their daughters. During this time a daughter receives positive reinforcement from her dad and discusses meaningful and personal topics, which is linked to positive outcomes later in life.

Fathers are then directed to where users will find helpful tips, tools, information and jokes to help them get more involved with their kids. Stay connected with the campaign via social media on Facebook and Twitter. Let’s take a look gat the long-form video below:

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Directors Amy Riess and Chris Hill
“Our goal was to create a piece that was both personal and universal,” said Amy Hill, director. “We knew that there was science behind the idea, and wanted to ensure that we brought it to life in an emotional and compelling way.”

“As a father, I get to experience the incredible connection between father and daughter firsthand,” said Chris Riess, director. “Even though I’ve experienced many small, special moments with my children, to witness these moments of connection through the lens was powerful and special.”

As Chloe and Max’s dad, I saw the value in bonding with them by simply playing catch. We also had a basketball net where we would spend some Sunday afternoons playing horse. As they grew, they got better and I got worse (I was never that good to begin with) but in their eyes I was always Michael Jordan.

This is a terrific piece that I hope gets lots of eyeballs. It deserves it.

Source: The Ad Council

Contact Colin Costello at or follow him on Twitter @colincostello10.