#NotAFan
PSA campaign – National Coalition Against Domestic Violence
NCADV | Creative Direction | Production | Post
In collaboration with the National Coalition Against Domestic Violence, we created the “I am #notafan of domestic violence” PSA campaign to address national domestic violence incidents currently among the athletes of professional sports in the U.S.A.
Domestic violence is a widespread social problem and professional sports are not immune. When an athlete is involved in an incident, sports fans are often caught in the middle. This campaign empowered and provided sports fans with the means to take a stand against domestic violence in sports, while still supporting their team.
To communicate, this message, we partnered with major athletes, such as Yankees Joe Girardi, former Knicks star John Starks, Kiah Stokes from the New York Liberty, former Rangers star Rod Gilbert, and Jeurys Familia on the Mets. We were able to connect instantly with our audience by crafting the campaign’s look and feel closer to a sports ad, rather than a conventional PSA, creating a cinematic environment so we could draw them in.
“I’m a sports fan, but I AM #NotAFan of domestic violence”
We created a series of individual content videos featuring each of the major participating athletes.
“I’m a baseball fan. I’m a Yankee fan. I’m #NotAFan of domestic violence.”
Video ft. New York Yankees star catcher, Joe Girardi.
“I’m a basketball fan. I’m a Liberty fan. I’m #NotAFan of domestic violence.”
Video ft. New York Liberty, Kiah Stokes.
“I’m a soccer fan. I’m a Cosmos fan. I’m #NotAFan of domestic violence.”
Video ft. New York New York Cosmos, Lucky Mkosana.
“I’m a hockey fan. I’m a Ranger fan. I’m #NotAFan of domestic violence.”
Video ft. New York Rangers hall of fame, Rod Gilbert.
“I’m a baseball fan. I’m a Mets fan. I’m #NotAFan of domestic violence.”
Video ft. New York New York Mets, Jeurys Familia.
The campaign was digital and print, displayed online, on Taxi TV, in Times Square, at Madison Square Garden, and at the Yankees stadium.
