NFL: INSPIRE CHANGE | 2020
The National Football League is more than a source of entertainment, it’s a platform for affecting change within society. The NFL has realized that they must take an active role in acknowledging and addressing social justice issues. Understanding that ending systematic racism is an ongoing commitment and not a point in time, the League created the Inspire Change program to work with Players to support organizations making real change in the areas of criminal justice reform, education & economic advancement and police & community relations. Historically, Inspire Change efforts ran once per year, but in 2020 it was made a prominent year round program.
In an effort to uplift protests, prioritize progress, and galvanize momentum throughout the nation, we worked with renowned sociologist Dr. Harry Edwards to create content that addressed systemic racism, white supremacy, and called for everyone to get involved in shaping the Country’s narrative.
In the end, based on findings conducted by the NFL, the films were viewed more than 1 billion times throughout the 2020 season, the net perception of the league increased by 22% of fans, awareness of NFL’s social justice programs increased by 47% of fans, and 14% of fans agreed that the NFL is socially responsible. Lastly, Dr. Harry Edwards - who happens to be one of the National Museum of African American History and Culture’s (NMAAHC) curators - has requested that the films be archived within the NMAAHC - Smithsonian.
Client: National Football League | Agency: 72andSunny | Fontaine’s Role: Brand Manager - Project Lead