Throughout the NFL, the Inspire Change game is meant to create awareness around social justice. And for the Seahawks specifically, our goal was to showcase “How We Inspire Change.” To do so, we created a refreshed Look & Feel – meant to enhance both in-game features as well as our digital assets for storytelling on social. Inspire Change is a month-long initiative, meaning we were able to cover a number of community activations within that cohesive design lens.
The Seahawks’ primary priority was to promote the announcement of Dr. Mia Williams as their 2023 Changemaker: highlighting her work as the Executive Director of the Department of African American Male Achievement for Seattle Public Schools. Not only did we present her with a $10K check donation, but we surprised her with tickets to Super Bowl LVIII during her on-field recognition.
The Seahawks also created a social justice highlight reel of video footage from the past years’ community efforts, which was then split up into segments and aired during the December matchup against the Eagles. We integrated the Inspire Change L&F to those assets, again, to make the fans resonate with the game theme via consistency of application.
Other notable activations that tied into the Inspire Change game included volunteering with Community Passageways in an annual holiday giveaway event, recapping our staff’s Truth & Purpose tour (an internal, educational trip to the South that shone a light on Black History), and amplifying our Intentionalist Marketplace: a number of minority-owned pop-ups that appeared in Ticketmaster Tailgate on gameday.
Role: Campaign Strategy, Media Planning, On-Asset Copy, Project Management
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Kelsey Mihachik 