| Title | Instructions |
| Agency | Campbell Ewald |
| Campaign | Instructions |
| Advertiser | Ad Council |
| Brand | National Fatherhood Initiative |
| Date of First Broadcast/Publication | 2002 / 8 |
| Business Sector | Public Safety, Health & Hygiene |
| Story | A newborn baby is wrapped in "swaddling clothes" - a blanket which helpfully includes essential instructions for the baby's dad - reminding him of his critical input as a parent. |
| Philosophy | Simple. Remind dads to spend time with their children and the profound difference they can make to their well-being. |
| Problem | Rampant fatherless ness and uninvolved fathers results in widespread social problems. How to get Dad's aware and involved? |
| Media Type | Newspaper |
| Market | United States |
| Chief Creative Officer | Bill Ludwig |
| Copywriter | Partrick O'Leary |
| Creative Director | Jim Gorman |
| Creative Director | Joe Puhy |
| Art Director | Robin Todd |
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