play for more: connecting the nfl with its next gen
A research-driven NSAC campaign connecting casual fans to the NFL's existing youth wellness initiatives under one unified platform.
fall 2025 - spring 2026 ⋆˙⟡
role
Visual Designer
team
Adwave (846)
skills
Brand Identity
Creative Ideation
Data Visualization
summary
The overlooked initiative
The NFL reaches 223 million fans across nearly every demographic, but most casual fans have never heard of the programs it already funds.
Through 34 in-depth interviews and 500+ survey responses, our team found that the NFL's youth health and wellness initiatives weren't failing to resonate, they were simply invisible.
52.9%
of respondents couldn't name a single NFL youth initiative.
71.2%
were unaware of any NFL initiative active in their local community.
So why is it that despite programs like FLAG, PLAY 60, and Character Playbook reaching over 34,000 schools, casual fans are unaware the initiatives even exist?
The answer isn't a lack of infrastructure; it's a lack of connection. The NFL has built the programs and earned the reach, but hasn't told the story that ties them together.
So this is where our work comes in. Rather than pitch new programs, we built a campaign to make the ones that already exist impossible to miss. It's time to Play for More.
plansbook
Hover over the graphic to zoom or Click here to access PDF file
background
How I got involved!
So, what's Adwave?
During my last year of college, I had the opportunity to be a part of Adwave, UC San Diego's student-run advertising agency. Adwave is constructed of a team of strategists, creatives, and designers who take on a new national client every year through the American Advertising Federation.
Why the NFL?
Each year, AAF assigns us a real client. For the 2025–2026 school year, that client was the NFL, and we competed against other university teams in the National Student Advertising Competition to build the strongest campaign for them!
reflection
Lessons learned
and key takeaways
If nyapppp
that's it for this project, thanks for reading!
