Promundo promotes gender justice and prevents violence through engaging men and boys in partnership with women and girls. This year, along with Fatherly, and Johnson & Johnson, Promundo is hosting the State of American Fathers Summit where the country’s leading influencers, policymakers, and game changers, will come together to discuss what it means to be a father in America.

When Promudo chose Worn to produce this video campaign, we saw it as an incredible opportunity to carry out our mission of empowering women, by working on a campaign to support men in being better fathers.

Our challenge on this campaign was to develop a concept that would portray the diversity of fathers in America and capture the genuine struggle, joy, and challenges of raising children in today’s world. We needed the perspective of real fathers, and that’s what we brought.

Our approach was to produce a compelling mini documentary of real stories about men’s struggles with fatherhood, and what it means to them to be a father.

Worn cast 5 real fathers and their children and partners to tell their stories on camera. We carefully crafted each question to bring to light the hidden truths of being a father, and emotional storytelling came naturally.

The final video above will debut on June 14th at the State of America’s Father’s Summit. Follow the conversation at #AmericasDads.

Here’s what some of Promundo’s biggest supporters are saying about this campaign:

Jessica Seinfeld, Founder & Board President of GOOD+ Foundation

#AmericasDads report lays out a plan for how fathers can be positive role models for children & equal partners in parenting.  – @JessSeinfeld

Cecile Richards, President of Planned Parenthood Federation of America

It’s crucial #AmericasDads “are becoming more involved in parenting & sharing the responsibility of housework & childcare.” —@CecileRichards

Anne-Marie Slaughter, President & CEO of New America and author of Unfinished Business: Women, Men, Work, Family

The state of #AmericasDads is as important as the state of America’s moms for our collective health & wealth. —@NewAmerica’s @SlaughterAM

 

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