National Student Advertising Competition

Each year, the American Advertising Federation partners with a national brand to challenge university teams with a real marketing problem. In 2026, the client was the NFL.

Our challenge was to create a bold, emotionally resonant campaign that unified the league's many community initiatives under one cohesive story. While millions know the NFL for what happens on Sundays, research showed that awareness of its year-round programs remained low. Our task was to bridge that gap by repositioning the NFL as a catalyst for leadership, character development, and community impact.

Our strategy was grounded in a comprehensive research process that included SWOT and PEST analyses, market and competitive analyses, consumer and industry research, and both primary and secondary data collection. Together, these methods helped uncover the NFL's communication challenge and informed every strategic decision throughout the campaign.

To support our recommendations, our team developed a 60-question survey that generated more than 550 responses and nearly 30,000 data points. We also analyzed over 50 NFL players and initiatives, benchmarked competing organizations and purpose-driven brands, and translated these insights into a unified campaign strategy.

We Step Up.

Our campaign centered on one simple truth:

When someone steps up for you, it changes your life. The NFL shows how stepping up can change someone else's.

Rather than promoting individual initiatives separately, we developed a unifying narrative that celebrated the people who step up every day—coaches, teachers, first responders, parents, healthcare workers, and NFL players alike. The campaign positioned football as more than entertainment, but as a platform that inspires leadership, resilience, and community across generations.

As Account Management Lead, I helped lead the agency operations behind the campaign from kickoff to final presentation.

I coordinated communication across a 30+ member interdisciplinary team spanning strategy, research, creative, media, and public relations while serving as the primary connection between faculty advisors and student leadership. I managed timelines, organized meetings, monitored project progress, and helped ensure every discipline remained aligned as individual deliverables came together into one cohesive campaign.

The role required balancing project management with collaboration—keeping work on schedule while creating an environment where every team could contribute effectively toward a shared vision.

Our campaign was recognized among the top teams in one of the country's most competitive collegiate advertising competitions.

🏆 Best Plans Book — New York Mega District

🏆 Best Spot — New York Mega District

🏆 4th Place — National Student Advertising Competition (New York Mega District), finishing just 0.4 points behind third place.