NFL: Play 60
Launch NFL PLAY 60 in the UK and deliver positive national media coverage.
NFL PLAY 60 is the NFL’s initiative to inspire young fans to be physically active for 60 minutes per day.
We helped to launch NFL PLAY 60 in the UK, starting with six schools from different London boroughs, each paired up with one of the teams coming to London to play in the NFL International Series. The pilot scheme saw the kids participating in a range of physical and character-building activities, culminating in a finals day.
We built a media narrative around NFL PLAY 60 as having the potential to help combat childhood obesity, placing stories into key media showing the positive impact NFL was having on London kids. We also invited media to the final event to see the programme for themselves, and for the opportunity to interview NFL players that had visited London to support the programme.
Positive media coverage including the London Evening Standard, Sky Sports News, Metro and the Daily Mail.
In year two, PLAY 60 expanded, with more than 1,000 children from 47 schools taking part in a Summer Bowl event in London.