Image, Brand-Building and Establishing Sports Figure As Youth Sports Safety Advocate
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Objective
To establish active National Football League athlete Malcolm Jenkins as an advocate for youth sports safety, and to differentiate his foundation’s summer youth football camp.
Tactics & Results
Positioned the camp program as a family activity and learning experience via the development of information sessions for parents and guardians on current and relevant topics, including concussion recognition and recovery; nutrition and hydration; injury prevention; the importance of sleep in academics and sports; and anti-bullying. Achieved significant national, regional and local placements in sports, news and digital media; increased corporate sponsorships and parent/adult participation in camp activities; and established Malcolm Jenkins nationally as a committed advocate on safe and healthy sports play.