After a decade in theatre, film and television, Scott went into advertising working as a creative director on a wide variety of accounts. Twenty-five years later he realized he derived more satisfaction and felt a stronger sense of purpose teaching his son virtues than he did meeting client deadlines. He left advertising and is now devoting his time and energy to developing The “V” Channel.

Watch Scott’s video blog, “Why I Left Advertising and Started Selling Virtues”


“Do what you love, love what you do” is a motto I live by. I’m lucky that I’ve been able to experience life to the fullest. I’ve had some terrific jobs, traveled the globe on many adventures, and enjoyed deep and lasting friendships. To top it off, I’ve been blessed with a wonderful child.

Becoming a father completely redefined what “love” means to me. I adore being a father. I’ve dedicated the past 17 years to being the best father I can possibly be. Thanks to The Family Virtues Guide by Linda Kavelin Popov, I’ve been able to raise a son who chooses goodness (most of the time!). He is living proof of the power of the Virtues from “A” to “Z” and The Five Strategies of The Virtues ProjectTM.

I am still passionate about parenting, but now that my son is heading off to college, I am focusing my passion and creative skill set on developing The “V” Channel. My goal is to help parents, grandparents, teachers, coaches, and even school bus drivers, inspire the world’s youth to choose goodness.

I’m not talking about ‘goodie two-shoes’ goodness just to please mommy and daddy, be the teacher’s pet, or to suck up to the boss. I’m talking about a genuine goodness based on virtues that build character. I’m talking about a goodness that empowers young people to reach their personal goals without hurting others along the way, and become adults who make responsible and moral choices.

It’s an ambitious goal. Some say it can’t be done. They say that parents don’t have the time and that kids aren’t interested in anything ‘good’ for them. I refuse to accept excuses. If billions of dollars a year can be spent to produce movies, video games, reality and music shows, then surely there must be a way to produce positive and uplifting content that both entertains and inspires.

Kids spend endless hours in school, the last thing they want is another lesson. I believe the key to “teaching” virtues is Creativity—using the power of imagination to present virtues in new and exciting ways, expressing goodness in a style that has never been done before. In cooperation with The Virtues Project, I have devoted the past three years to developing the concept, producing content and building a presentation website to demonstrate my vision for The “V” Channel.


My son is not the only one to benefit from learning to practice virtues. Like many men of my generation, my character development was very immature. I was a typical American male looking out for number one. I fought to be king of the hill, strutted my stuff like a rooster in the hen house, and always with an arrogant, know-it-all attitude. Being successful meant career accomplishments and money. That all changed when my son was born. It took a while for me to change, but as I learned the Five Strategies and taught my child the what, why and how of the virtues, I “re-parented” myself. As a result I have evolved into a much better person.

My evolution is far from complete. Every day I struggle with ego, judgment, and the tendency to ruminate on past and future choices. Rather than letting my weaknesses keep me down and adversely affect the people in my daily life, I rise above the ‘blame, shame and fear’ by consciously choosing to practice the virtues. I empower myself to be a good person.

Heck, if I can become a good person, then anyone can.

When young people act-out and behave in negative, violent or mean-spirited ways, adults lament, “We must do something about our children!” Studies are done, facts are presented, politicians and community leaders discuss the issue ad nauseam in the news media. But in the end, the core issue is rarely addressed. If we want our kids to be good we must teach them goodness. We must give them the tools to build a foundation of goodness. Parents, grandparents, teachers, coaches, and even school bus drivers, are the tools. Virtues are the foundation.

With devotion, love and appreciation,

Scott Feraco signature

Scott Feraco
Founder and Creative Director



As we raise additional funding we’ll produce new content and improve our website. Our goal is to build a world-class online destination and social media network offering ‘virtuous edutainment’ for viewing at home, in school, and on mobile devices.

Explore some of the content we’ve created so far:

camera_smallORIGINAL “V” VIDEOS >

editorial_bug_small“V”MAIL AND ARTICLES >

bug-play_smallA FEW OF LIFE’S MANY CHOICES >



Donate buttonAll donations are tax-deductible and greatly appreciated!

V Channel_footer.RETURN TO HOME PAGE >



Special thanks to The Family Virtues Guide, by Linda Kavelin Popov with Dr. Dan Popov Ph.D., and John Kavelin, and The Virtues Project, a global grassroots initiative to inspire the practice of virtues in everyday life.

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