We Can All Be Better Dads

Arkansas Better Dads (ABD) helps men throughout the state become better fathers by inspiring them to be the best fathers they can be, providing instruction, equipping them through education, and creating opportunities for interaction with their families. In 2019, Sells Agency was tasked with strengthening marketing efforts and allowing ABD’s mission to reverberate throughout Arkansas.

The primary goal of this campaign was to help maximize exposure and increase the overall impact of Arkansas Better Dads. Sells Agency worked collaboratively with Arkansas Better Dads to develop their brand and creative concepts that align with their mission. We utilized a wide variety of marketing tactics to foster awareness and drive engagement, including a program website, in-stream video, Connected TV, YouTube, online display, social media, streaming audio, paid search, print, radio, broadcast television, and outdoor billboards.

The program and marketing were very successful and included:

• Governor's Summit – more than 500 people attended this one-day event for fathers, program partners and media
• 2,555 men who have signed the ABD Challenge
• 107 known Community Activities (many activities were multiple weeks or activities)
• 92 outreach partners statewide
• More than 50,000 people attended, sponsored or partnered events