National Football League: Listen - Help end domestic violence and sexual assault

This case study describes a campaign for the NFL, in which the US sports organisation addressed negative public perceptions by sparking a social media debate around the Super Bowl.

National Football League: Listen - Help end domestic violence and sexual assault

Agency: Grey New York

Brand: National Football LeagueAdvertiser: National Football LeagueCountry: USA

Objectives

During the 2014-15 season, the NFL has found itself in the headlines for what was deemed a failure to adequately respond to acts of domestic violence and sexual assault by its players. At the end of the year, a vote conducted by the Associated Press named the NFL's troubles with domestic violence the top sports story of 2014.1

The NFL has activated partnerships with NO MORE and the Joyful Heart Foundation, spreading...

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