The NFL and the American Cancer Society have a long-time partnership in the fight against cancer. The platform originally started as a Breast Cancer Awareness program but has since expanded to be “Crucial Catch” which addresses a variety of cancers. To build fan awareness of the expanded scope of Crucial Catch, we focused on sharing player stories to highlight the various types of cancers that affect players, clubs, and the league. I briefed Club content teams on capture requirements so that all footage had a similar look, feel and tone. After Clubs shared footage, I worked with an editor to create social cut downs that told the personal story of each player.
Each individual player piece was distributed by player, Club and NFL social platforms.