NFL Campaign
The Problem
Today's youth are facing more pressure than ever: less movement, more stress, and fewer places where they feel fully confident being themselves. The NFL already works to support youth through its national programs like PLAY 60 and Character Playbook, but our research shows that many of these initiatives go unseen, misunderstood, or feel disconnected from how kids and parents engage today.
The Solution
Create a world wide multimedia umbrella campaign that unifies the NFL’s six programs for childhood development. Called the Call Your Own play campaign.
The Result
ManiFesto
Call Your Own Play
Commercial
NFL Huddle
NFL Huddle is a new website that serves as the central destination for the NFL’s six youth initiatives, bringing together programs that promote physical health, mental wellness, character development, and safe, supportive communities.
Social
Statics
Made for quick viewing for our target audience. Set to be posted on Instagram and Facebook. Each post highlights a different program while showcasing a youth athlete alongside an empowering message.
Mic Series
In the mic series video’s kids express what the campaign means for them. Examples from both on the field and off the field, kids can express how they call their own play every day. These are short form videos that will be placed on platforms such as TikTok, Instagram, and Youtube Shorts
Our research found that our target audience for this campaign was 25% more likely to pay attention to ads found in grocery stores. Also, they make up 53% of those who show interest in ads placed in doctor's offices
Call Your Own Play Tour
An experiential tour that takes our campaign global. The tour will take place in regions around the world where football is already growing. There will be player appearances and interactive drills for the kids to enjoy.
Proof of concept
