The NFL
Actually standing up to hate.
This work began as a part of my school’s National Student Advertising Competition team. We did good work, but I don’t settle for good. Weeks after the competition, I kept reworking the campaign.
my glorious QB1
The Task
Bring the NFL’s social good initiatives to light.
My Role
As research director, I oversaw 5 focus groups, wrote copy for 70 interviews, and created a survey taken by over 1,000 people. Then, I turned that data into something tangible.
The Case:
The Business Problem:
The NFL has countless social justice programs and partnerships. Yet, no one knows about them, let alone how to access them.
The Human Problem:
People crave community, but between kids, work, and other commitments, they just can’t find or afford it.
By The Numbers:
>50%
of fans think the NFL actually cares about them
33%
of fans know about the NFL’s owned social programs
That’s a 17% gap between trust and awareness of the reason the NFL deserves trust.
This Campaign Will…
Put the community built by the NFL into the spotlight, not the league itself. We want people to feel seen by the league, and let them know that the league’s programs can provide a helping hand.
This Campaign Won’t…
Just add the NFL logo to real people's stories; we need to make those stories the focus of our campaign. Slapping “End Hate” in the back of an endzone won’t end anything. Community building will.
The Takeaway:
The NFL builds community in meaningful ways. No one knows that. The league needs to showcase the communities they’re already uplifting, and let the work speak for itself.