NFL Kids: Big Brains Initiative
PR, Earned Media Campaign______________________________________
Concept, Creative Direction, Copywriting, Client Presentation by Ted Johnston
Concept, Creative Direction, Copywriting, Client Presentation by Ted Johnston
The Problem
Professional athletes strongly influence young audiences, but academic achievement is often overlooked in sports culture.
The NFL partnered with other major sports leagues to help make education something worth celebrating.
The Solution
• Created the Big Brains Initiative, a cross-league PR and earned media campaign promoting academic success
• Developed broadcast and social content featuring athletes from the NFL, NBA, and MLB
• Used humor and oversized “Big Head” fan culture to celebrate intelligence and school achievement
• Extended messaging across television, PR, and social media channels
The Result
• Increased positive brand perception through purpose-driven messaging
• Generated strong earned media and social engagement
• Reinforced participating leagues as positive role models for younger audiences
The Impact
Positioned the NFL and partner leagues as advocates for youth education, strengthening community engagement through a lighthearted, socially driven campaign platform.
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Professional sports leagues are joining forces to help youngsters reach greater success in school and show off their big brains. Top athletes everywhere are jumping in to help. Case in point...
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Professional sports leagues are joining forces to help youngsters reach greater success in school and show off their big brains. Top athletes everywhere are jumping in to help. Case in point...
Crowd shots at an NFL game.
The TV announcer calls out the final play...
“New York Giants running back Saquon Barkley jukes and spins, he’s flying down the sideline! Ten seconds left! He’s at the 10, the 5, touchdown! Giants fans are going crazy, bouncing up and down in the stands with their Saquon Big Head signs!”
“Wow!!”
The TV announcer calls out the final play...
“New York Giants running back Saquon Barkley jukes and spins, he’s flying down the sideline! Ten seconds left! He’s at the 10, the 5, touchdown! Giants fans are going crazy, bouncing up and down in the stands with their Saquon Big Head signs!”
“Wow!!”
Crowd shots at an NBA game. The commentator jumps up...
“Dallas Mavericks star Luka Doncic is driving the length of the court. Three seconds left! He elevates and dunks at the buzzer! The crowd screams and celebrates! Show off those Luka Big Heads, fans!”
“Mavs win!!”
“Dallas Mavericks star Luka Doncic is driving the length of the court. Three seconds left! He elevates and dunks at the buzzer! The crowd screams and celebrates! Show off those Luka Big Heads, fans!”
“Mavs win!!”
Crowd shots at an MLB game. The play by play man digs in..
“It’s the bottom of the 9th and Mike Trout steps in with his LA Angels down by 3, but the bases are loaded. He gets an inside fastball and turns on it! It’s deep! It’s gone! Grand Slam!! The crowd is going nuts with their Mike Trout Big Heads!”
“What a game!”
“It’s the bottom of the 9th and Mike Trout steps in with his LA Angels down by 3, but the bases are loaded. He gets an inside fastball and turns on it! It’s deep! It’s gone! Grand Slam!! The crowd is going nuts with their Mike Trout Big Heads!”
“What a game!”
Later on, the athletes are celebrating with the Big Brains Kids, inspiring them to continue their winning streak in school.
Crowd: “YAAAAAAAAA!!”
Posing for a photo-op with the young fans, they all try their best to squeeze in to the picture. The little ones fit in fine. The Big Brained athletes, not so much.
Crowd: “BOOOOOOOO!!”
Crowd: “YAAAAAAAAA!!”
Posing for a photo-op with the young fans, they all try their best to squeeze in to the picture. The little ones fit in fine. The Big Brained athletes, not so much.
Crowd: “BOOOOOOOO!!”