FAST54

FAST54 was a comic book created by Seahawks linebacker Bobby Wagner in order to create awareness around the signs of a stroke. Made in partnership with Virginia Mason Franciscan Health (VMFH) and Hero Projects, the book was dedicated to the late Phenia Mae Wagner: Bobby’s mother whom he lost to a stroke while he was at Utah State.

The goals of the campaign were twofold. While we mainly wanted to drive awareness via comic book distribution and push the digital asset, we also called for donations to the Phenia Mae Fund. The fund was set up through VMFH and aimed to help offer financial aid to victims of stroke and their families. Now in its second reprint, the Seahawks continue to bring FAST54 to community events such as Flag Clinics and Emerald City Comic Con. In total, the book has raised over $250K.

To help promote FAST54, we integrated it into many of Bobby’s player appearances as well as other campaigns that were Bobby-forward. Bobby chose to support the Phenia Mae Fund for his My Cause, My Cleats design, and more attention was drawn to the book when the Seahawks announced Bobby as their Walter Payton Man of the Year nominee. The Seahawks offered FAST54 as a giveaway at one of their home games for Stroke Awareness Day, and also ran a Sweepstakes to win a signed football and comic book during the Man of the Year voting period. In addition, fans could donate $108 to the Phenia Mae Fund for a limited time in order to receive a signed holofoil version of the book.

Role: Campaign Strategy, Media Planning, On-Asset Copy, Project Management

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