SBD/August 21, 2012/Marketing and Sponsorship

Be True To Your School: United Way Recruits NFL Players For Latest PSA Campaign

Nnamdi Asomugha (l) has been an active volunteer with United Way since '09
The United Way has created a new PSA campaign that features a group of NFL players in an effort to "recruit volunteer readers, tutors and mentors" to help the organization "meet its goal of cutting the number of high school dropouts in the United States in half by 2018," according to Jane Levere of the N.Y. TIMES. "Team NFL" will be made of up one player from each NFL team that is "college-educated, civic-minded and an actively involved United Way volunteer." Each player has "pledged to personally recruit at least 3,000 volunteers by 2014." Eagles CB Nnamdi Asomugha, who has been active with the United Way since '09, will be joined by Giants DT Chris Canty, Cowboys CB Brandon Carr, Browns WR Josh Cribbs and Panthers QB Cam Newton in 30- and 60-second TV spots, the first ads from McCann Erickson, N.Y., for the United Way "to feature multiple NFL players." There also is "outdoor advertising customized to each NFL market, featuring the player representative from the local team." The Ad Council "will distribute the new advertising in time for the start of the 2012 football season." NFL Network will also run the ads. The NFL and the United Way have partnered since '73 (NYTIMES.com, 8/20).
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