"TODAY Takes Action" New PSA with the TODAY Show Anchors

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Beginning today and airing throughout the week,NBC?s TODAY Show will debut a series of television public service ads featuring TODAY?s anchors ? Matt Lauer, Savannah Guthrie, Al Roker and Natalie Morales ? on behalf of four social issues: fatherhood involvement, hunger prevention, emergency preparedness, and shelter pet adoption.

The ads were created pro bono by leading advertising agencies throughout the country in partnership with the Ad Council, a non-profit and leading producer of PSA campaigns for over 70 years. Campbell Ewald paired up with Matt Lauer to craft an ad that supports responsible fatherhood, a cause the agency has supported since 1996.

?We?ve been working on the Fatherhood Involvement campaign for 17 years and in that time, the campaign has generated over $667 million in donated media,? says Bill Ludwig, CEO of Campbell Ewald. ?We are thrilled that Matt Lauer and TODAY are supporting this important cause. The message has been simple, yet powerful: Take time to be a dad today. We want fathers to know that they don?t have to be super dad ? it?s the smallest moments that have the biggest impact on a child?s life. We feel this spot really captures those simple yet joyous moments of fatherhood.?

TODAY?s anchors personally selected the social issues they are supporting from among the Ad Council?s 50 national campaigns, and participated in brainstorming sessions with the ad agencies to help inform the creative.

The weeklong series, called ?TODAY Takes Action,? will feature an intimate look at each social issue, a behind-the-scenes ?making of the PSA? segment showing the collaborative effort of the campaign development process and the premiere of the highly produced PSAs created on behalf of the four award-winning campaigns.

Check out today's video as Lauer shows the importance of playing hide-and-sneak:

 NBC is also featuring content about the series on TODAY Show?s website and you can follow the series on Twitter at #TODAYTakesAction.

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