NRFC Kicks Fatherhood into Gear with Kung Fu Panda 3

A tie-up involving the Ad council and DreamWorks Animation, NRFC’s latest series of public service advertisements feature footage from Kung Fu Panda 3

The Ad Council and National Responsible Fatherhood Clearinghouse (NRFC) under The Office of Family Assistance unit of the U.S. Department of Health and Human Services have unveiled a new series of public service advertisements featuring footage from the upcoming film, Kung Fu Panda 3.

An extension of the duo’s Fatherhood Involvement push from 2008, the said execution—carrying the tagline ‘Take Time to Be a Dad Today’—is scheduled to welcome its nationwide press debut this week. A three-way strategic partnership, DreamWorks has donated time, talent, and resources in support of the installation’s efforts.

“The PSAs reflect four decades of research and countless studies that reveal what should be obvious to everyone—the more involved a dad is, the more successful his children are. It is never too late to become an active father,” said Kenneth Braswell, Project Director of NRFC and Executive Director of Fathers Incorporated.

According to a recent national survey conducted by the Ad Council, 85 percent of dads spend more time with their children today than their own fathers did with them, but a majority of dads (seven out of 10) also reported that they could use tips on how to be a better parent.

Kung Fu Panda 3 characters star in NRFC’s new PSAs promoting fatherhood involvement.
Kung Fu Panda 3 characters star in NRFC’s new PSAs promoting fatherhood involvement.

Further findings indicated how the children of nurturing fathers are significantly more likely to do well in school, have healthy self-esteem, exhibit empathy and pro-social behaviour as well as avoid high-risk tendencies such as drug use, truancy, and criminal activity compared to those who have uninvolved fathers.

Per the highly-anticipated sequel, Po reunites with his long-lost birth father. The story highlights the special relationship between father and son and shows the unique challenges that the franchise protagonist is able to overcome with the love and support of his father.

While encouraging them to play an active role in their kids’ lives, the community-inspired exercise aims to remind dads everywhere that their involvement is essential to their children’s well-being. For further parenting-related tips, programmes, and advice, audiences can visit the campaign’s dedicated website.

To date, the Fatherhood Involvement project has received more than $260 million (approximately £175 million) in donated media. In addition to advertising, the initiative also includes social and digital extensions slated for roll-out across the campaign and film’s online channels.