Players from five of Miami’s biggest sports franchises – Dolphins (NFL), Heat (NBA), Marlins (MLB), Inter Miami (MLS) and the Florida Panthers (NHL) – teamed up to promote the cause and donate their autographs on a jersey in exchange for donations in aid of The Miami Foundation’s ‘Give Miami Day’.
In a campaign called ‘The Jersey For Miami’, a team of athlete ambassadors from the worlds of American Football (Jaelan Phillips), baseball (JJ Bleday), basketball (Gabe Vincent), soccer (Leonardo Campana, Robert Taylor and Gregore) and ice hockey (Aleksander Barkov and Sam Reinhart) all joined forces to donate their time, their personal social platforms and their autograph for a precious, prized article of sporting memorabilia – a signed jersey – to raise funds for ‘Give Miami Day’: The Miami Foundation’s annual fundraising campaign.
‘Jersey for Miami’, which was created by independent creative agency Founders, brought the athlete ambassadors together to sign and donate a series of unique signed jerseys in exchange for donations to support over 1,000 non-profits. The recipient organisations are dedicated to addressing and alleviating many of the most pressing social issues affecting the Greater Miami community – including equality, inclusion, ecology, animal welfare, culture and education.
It was promoted through a digital-first and PR campaign in October spearheaded by a promotional film amplified across The Miami Foundation’s social channels and linked to the hashtag #GiveMiamiDay which was also supported by additional social executions.
The ads channel viewers towards the initiative’s website at https://www.jerseyformiami.org where users can create a profile, share with family and friends and donate: each donation made earns points ($1 equals 1 point) which increase the chance of winning a signed jerseys or one of the other prizes. The top three scorers will win a set of five signed jerseys, $5,000 cash prize and a $5,000 Give Miami Day giftcard to support any charitable organisation supported by the initiative.
There is also a TikTok challenge for those wishing to participate, but unable to donate.
@themiamifoundation Pass the ball & help Miami! Join by tagging @themiamifoundation and support our fundraising challenge! Link In Bio! @marlins @intermiamicf @miamiheat ♬ original sound – TheMiamiFoundation
The fundraising competition is open until 11 November 11 and the winners will be announced at a special event on Give Miami Day itself (17 November).
The campaign was created for client The Miami Foundation by a team at agency Founders which was led by Chief Operating Officer Tanya De Poli, Chief Creative Officer Checha Agost Carreño, Art Director Santiago Estevez and Copywriter Nicolás Trapanese.
Comment
This year’s campaign adds to a strong sporting track record for the reginal fundraising day and over the last 10 years Give Miami Day has raised more than $100m for local causes.
Leave a comment
You must be logged in to post a comment.