As part of its #InspireChange social justice programme, the NFL continued to activate and support its non-profit partnership with Big Brothers & Big Sisters Of America (BBBSA) around the 2023 Draft through an integrated initiative titled #TheBigDraft which seeks to recruit new mentors across the country for its programmes.
Youth mentoring non-profit Big Brothers Big Sisters is an organisation that defends the potential of youth across America by matching them in one-to-one mentoring relationships. Studies repeatedly show that kids who have role models are more likely to do better in school, have better connections with family and friends and are less likely to be involved in risky behaviours.
The league tie-up is built around the idea that while the NFL begins drafting its next generation of star players, BBBSA drafts its own new mentors – with a focus on recruiting men and men of colour (there are currently over 30,000 youngsters across the USA seeking mentors (called ‘Bigs’ by the BBBSA – most being young boys of colour) – to help mentor and support today’s youth.
Draft attendees and participants were encouraged to learn more about ‘The Big Draft’ and the work of the league and the charity by visiting www.bigdraft22.com where they could also sign up to participate.
The 2023 campaign ran through April and included red carpet experiences for a few lucky programme participants, player meet-and-greets, brand logo assets and presence around the draft, a direct recruitment drive and a round table Q&A style event on the benefits of mentoring.
The flagship element of the charity partnership activation saw one lucky mentor duo (Chris and Shane) from Big Brothers Big Sisters of Kansas City announce the 8th pick of the 2023 NFL Draft – the Atlanta Falcons chose Bijan Robinson – live from the stage. This experienced was further enhanced when the former Texas running back made a personal surprise call to the pair offering them all an expenses paid trip to a Falcons game in the 2023/4 season.
Another strand of the partnership saw the NFL and BBBS team up with agency Barkley to promote the partnership in host town Kansas City by constructing a giant ‘KC Loves Potential’ mural situated on top of the agency’s parking lot. The mural, which welcomed the nation to Draft host Kansas City, featured footballs alongside dozens of local scenes illustrations highlighting and celebrating the potential in the community, sports, and Bigs and Littles everywhere.
A 15-foot-wide, heart-shaped QR code in the middle of the artwork enabled everyone who saw it to click through to the Big Brothers Big Sisters website for volunteer opportunities.
Fans, tourists and locals came out to see the 100-foot-wide mural and to take selfie, tag them and share them across social media.
The banner will remain up through the end of the year as a reminder of the pride and opportunities the Kansas City area has for the next generation of kids.
The team at creative agency Barkley which worked on the project included Chief Executive Officer Jeff King, Design Director Arthur Cherry, Designers Travis Kramer and Noah Kinney, Creative Chairman Berk Wasserman, Illustrator Cydney Cherepak. Copywriter Abby Mackinnon and Print Producer Shelley Schulenberg.
Overall, the 2023 iteration of the programme successfully recruited 8,135 new ‘Bigs’ to become mentors in its programme.
“I’ve experienced first-hand how crucial mentorship is for our youth, especially for young males, and we’re thrilled to continue our partnership with NFL Inspire Change, advancing equity, impact, and growth across the organization, making a lasting impact on the lives of young people,” commented BBBS CEO Artis Stevens. “Our Bigs have a positive impact on their Littles, helping them to overcome obstacles in life and conquer many struggles as they prepare for adulthood. With the help of NFL Inspire Change we connect and engage new mentorship experiences that will last a lifetime.”
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BBBSA is one of the longest-standing partners of the NFL Inspire Change programme and the league has worked with the charity since 2019 to share stories of mentorship and the positive impact it has on empowering young people and helping communities connect across racial and economic divides.
The 2023 partnership work followed in the footsteps of the previous year’s activation which included BBBS linking with fellow NFL partner Pepsi on its ‘Stronger Together’ platform to raise awareness of the importance of mentorship for a mentor matching campaign that was fronted by NFL stars such as Tyler Higbee, Lavonte David and Zack Moss who shared their own personal experiences and how mentorship has impacted their lives and helped them get to where they are today.
This was spearheaded by a hero spot titled ‘Big Draft Teaser 2022 | Big Brothers Big Sisters of America’.
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