The NFL and United Way is the longest running partnership in sports history. But for the first time in their storied collaboration they were experiencing declining donations due to the players having a negative image with fans and the general public. So we developed a Platform that humanized the players. We showed the fans exactly who these guys were, relatable community leaders that not only cared about their communities, but they were actively involved in making a positive impact. The results were immediate. Within the first year they received the highest donations ever recorded. And the campaign was so effective in highlighting that these players were in fact, “good guys,” it led to increased viewership among female fans.
