NFL Cmpaign
Client: NFL | 2025-2026 | Brand Cmapign
Project objective: Create one unified NFL youth wellness campaign that connects all initiatives, boosts awareness and perception, and drives engagement through emotional storytelling.
Co-created with: Scratchpad, JMU's student-run advertising agency
Intended audience:
Casual NFL fans with a strong focus on youth, parents, and especially girls and Latino communities.
Key insights:
Our research shows that while football is widely recognized, the NFL isn’t strongly associated with youth health and wellness. Awareness of its initiatives is low, and perceptions are mixed. This creates an opportunity to reposition football as a driver of youth wellness, connection, and community impact.
Big idea:
Football is never just a game. Every pass, lesson, and moment of teamwork creates a ripple effect, shaping confidence, character, belonging, and future leadership.
“Play It Forward” positions every youth football experience as the beginning of something bigger: stronger families, stronger communities, and a global movement built on shared values.
Creative approach:
“Play It Forward” is a unified NFL visual and narrative system that brings together existing youth initiatives into one cohesive movement, using motion-based playbook imagery and generational symbolism to show how football builds character, connection, and community beyond the game. It makes the league’s investments in youth development—like PLAY 60, NFL FLAG, and Character Playbook—visible, connected, and emotionally resonant across all touchpoints.
The process
Final deliverables!
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