New Mexico has initiated a public awareness campaign titled 'Do What Gives You Love' to promote parental responsibility towards children. This campaign, spearheaded by the New Mexico Health Care Authority's Child Support Services Division, emphasizes the importance of providing for children's basic needs through stable financial support. Unlike traditional public campaigns that focus on fear or legal obligations, this initiative adopts a positive, emotionally resonant approach to encourage parents to fulfill their responsibilities.

The narrative of the campaign is particularly interesting because it frames parental support not solely as a legal requirement but as a necessary act of love and stability for children. This strategy is designed to resonate with parents, appealing to their emotions rather than imposing guilt or fear. With advertisements on television and radio, the initiative aims to reach a wide audience, highlighting the essential role of parents in ensuring children's wellbeing.

By focusing on love and responsibility, New Mexico's campaign seeks to strengthen family structures and ensure that children receive the support they need. This approach could lead to a change in societal attitudes regarding parental obligations and may influence how families interact with existing support systems. The campaign not only addresses immediate financial assistance but also promotes a broader cultural shift towards proactive parenting and child care support.