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THE BACKGROUND:
The NFL is beloved, and a cultural artifact of family and community. Their initiatives demonstrate their commitment to youth well-being: physical health, mental wellness, social development, and access to safe, supportive communities. The effects of their work are felt far beyond the field.
Fragmented messaging, duplicative efforts, limited visibility, and inconsistent measurement each contribute to the issue.
There's a disconnect between the NFL's impact and how it's perceived.
THE ASK:
Develop a bold, emotionally resonant umbrella campaign that transforms the NFL's diverse ecosystem of community initiatives into one cohesive, narrative. This campaign must bridge the "Purpose Gap" between the league's massive cultural reach and the lived experiences of priority audiences: youth, girls, Latinos, parents, and causal fans — reframing the NFL from seasonal entertainment into a year-round catalyst for youth well-being and character development.
A foundation of truth built to uncover the NFL's role as a character catalyst.
Primary Research:
SurveyMonkey survey distributed to Marist students, friends and family, and Communications Department classes.
Topics Explored:
Consumer affinity
Consumer associations
WOM propensity
Attitudes toward individual initiatives
RESEARCH
50+
60
550+
30k
PLAYERS EVALUATED
QUESTION
SURVEY
CONSUMER
RESPONSES
DATA
POINTS
Secondary Research:
We analyzed the NFL's initiatives, competitors, cultural trends, and audience perceptions.
PESTLE, SWOT + TOWS ANALYSES
COMPETITIVE + BENCHMARK ANALYSES
MEDIA + NFL INITIATIVE RESEARCH
TEAM + PLAYER + CONSUMER RESEARCH
What lasts isn't what we watch; it's what we pass down.
CORE INSIGHT
People connect to the NFL not only through the game itself, but through the values of resilience, mentorship, leadership, and belonging.
The NFL's greatest opportunity is to show that football is more than entertainment — it is a platform for character, connection, and community impact.
Close the gap between the NFL's cultural visibility and community credibility.
OPPORTUNITY
By connecting tentpole moments, player stories, community events, and partner activations, the platform can turn existing impact into a consistent story audiences can recognize, trust, and participate in.
BIG IDEA
STRATEGY IN ACTION
Designed to move audiences from awareness to participation, each execution plays a specific role.
HERO FILM
Purpose: An emotional call-to-action to introduce our campaign.
PLAYER-LED STORIES
Purpose: To build credibility and make the campaign feel more personal.
SOCIAL EXTENSIONS & #ONEMOREFOR
Purpose: Drive participation and connection.
#OneMoreFor is a social challenge that turns "stepping up" into an action anyone can join. Players do one more rep, sprint, drill, or act of effort in honor of someone who stepped up for them, then challenge teammates and fans to do the same.
LOCAL IMPACT
To make the platform feel tangible, We Step Up extends into local communities through OOH, team pages, and in-stadium moments.
Purpose: To make the campaign visible in everyday spaces and to connect national initiatives to local causes.
OOH
Note: Six variations were created including billboards, and subway station entrances.
IN-STADIUM MOMENTS
Purpose: Uses the energy of game day to turn community stories into shared moments of recognition, connecting fans to the impact happening beyond the field.
Team Pages
+ Microsite
Purpose: Creates a centralized home for each team's We Step Up stories, initiatives, and community partners.
FROM INTEREST TO ACTION
Turns questions into direct pathways by connecting high-intent searches to NFL programs, stories, and ways to get involved.
SEARCH + AI RESULTS
Purpose: Gives audiences a direct path
from interest to action by surfacing relevant initiatives when users search for support, community, or youth opportunities.
CLASS
YEAR
TEAM
ROLE
Advertising Experiential Learning Practicum
Fall 2025 - Spring 2026
30 Students + Supervisors: Professor D'Avanzo, Professor Heisten
Strategy Team & a part of the process from start to finish
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