Young Glory – BRIEF: Get more kids to hoop
Background
Assume it is 2023. The world has got on top COVID-19, but fears still linger around travelling to far away places.
The challenge
Imagine you are FIBA. You have $1M USD to roll out a campaign encouraging kids to start playing basketball. You have access to any professional basketball talent you want, from the NBA to leagues across the world. What would you do?
Target audience
Parents of kids aged 8 to 15 in developed countries who are still finding “their sport”. Some of these parents are basketball fans but most won’t be.
Considerations
Your idea should create a strong call to action for the sport. It should be an idea big enough to kick off a multi-year comms platform that local FIBA subsidiaries in each country can extend further with their own local budgets.
What success looks like
This is about encouraging more than shots in a playground. Your idea must directly drive trials and/or sign-ups at local clubs that participate in organized competitions. Extra consideration will be given to ideas that are highly shareable and create earned media.
Contributions
Catharina Brant
Fanny Odebrand
Awards
Young Glory – Bronze
Fubruary Brief: Get more kids to hoop
2021-2022
