We’ve all witnessed parents who get too invested in their child’s athletics, often to the detriment of their athlete and the team. Positive Coaching Alliance (PCA) discovered that fewer and fewer kids are participating in youth sports—mainly because it’s just not fun anymore. Their mission is to bring the power of positivity back to youth sports, developing better athletes and better people through resources for youth and high school sports coaches, parents, administrators, and student-athletes.
Committed to encouraging positive coaching in our communities, PCA Tampa Bay partnered with several other organizations to help create a campaign that raises awareness and spurs a local conversation around the importance of positivity in youth sports. Our friends at Brock Communications brought us on board to help the team visualize a concept that would tug on the heartstrings of the audience while communicating this important message to a wide array of viewers.
Through an amazing community effort by all involved, we scripted, cast, captured, and crafted a video that uses an emotional appeal to bring attention to a very real, yet solvable issue. A rigorous casting process resulted in an all-local group of kids who portrayed young athletes affected by negative adult behavior. Pairing the images of these downtrodden youngsters with the voices of parents and coaches, we sought to make our audience uncomfortable enough to realize this problem and motivate the community to make a change.
The Angel Award
Excellence in Public Service in Advertising
Diversity and Inclusion in Advertising
National Silver Award
District Gold Awards
Copywriting • Public Service
District Silver Award
Recipient of Local Mosaic Award
Diversity in Advertising
Local Best of the Bay Awards
Elements of Advertising • Public Service
Local Gold Awards
Copywriting • Public Service • Internet Commercial • Video Editing