In October 2007, Kevin Kay was appointed network president after serving as executive vice president and general manager of the channel for the previous two years. The post had been vacant since December 2006. Throughout the summer of 2007, starting on Father's Day (June 17), the channel launched its first public service campaign, the "True Dads" national outreach campaign, with former New York Yankees player Don Mattingly as spokesperson. This focused on fathers who demonstrated active roles in their children's lives, through public service announcements on the channel featuring both celebrity and ordinary fathers and websites such as Spike's own "True Dads" site, among other things.