Date of Defense

4-9-2026

Date of Graduation

5-2026

Department

Marketing

First Advisor

Karen Lancendorfer

Second Advisor

Greg Gerfen

Abstract

This thesis project, developed as part of the National Student Advertising Competition (NSAC), presents Every Play Counts, a national campaign designed to unify and amplify the NFL’s Youth Health and Wellness initiatives. This campaign is addressing a critical gap which was identified through extensive primary and secondary research: casual NFL fans are engaging with the league socially and emotionally, their awareness of the youth-focused programs--such as Play 60 and NFL FLAG are extremely limited.

Collecting information from survey data, social listening analysis, and audience segmentation, the project targeted “The Home Team,” these were casual fans with a focus on youth (ages 6-17) and Millennial parents. The research brought forth concerns around mental health in youth, excessive screen time, and declining physical activity. Additionally, opening an opportunity for the NFL to reposition itself as a leader in youth development that expands way beyond the game-day entertainment.

The final campaign introduces the unifying message: Every Play Counts; this campaign reshapes the everyday actions—physical, emotional, and social—these are meaningful plays that are providing assistance to personal growth. This campaign strategy is helped with information from paid, owned, and earned channels. Including social media, streaming, live sports broadcasts, influencer partnerships, and community-based events. The media and research team came to the consensus that year-round engagement, strategic timing, and audience-specific platform uses are extremely important when it comes to maximizing reach and impact.

This project illustrates how research-driven insights are crucial when informing messaging and media execution, thus positioning the NFL as a culturally relevant, and socially responsible brand while increasing awareness, engagement, and participation in youth wellness program.

Access Setting

Honors Thesis-Campus Only

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