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The Real Heroes Project


Challenge
Help the sports world show its gratitude to first responders during the Covid crisis in May 2020. Providing support in a way that only sports can, we wanted to leverage leagues’, clubs’, and athletes’ combined 3 billion+ followership, deliver uplift and inspiration, and own a moment.

Solution

Facilitate strategy sessions among sports league CMOs and Commissioners from the NBA to Nascar and WWE, along with 72andSunny.

The group united for an epic campaign to thank healthcare heroes by asking their athletes to tag their jerseys with names of first responders. 

Launched May 6, 2020, timed to National Nurses Week, the PSA ran across social media, TV spots on Fox, NYC billboards and print. Also, Nascar rebranded its Darlington Race Cup Series, as The Real Heroes 400. 


Results

  • Leagues, clubs and athletes quickly pulled together 40 videos that ran on each of their social channels.

  • Beyoncé waived licensing fees for her hit song “Halo.”

  • L.A.-based creative agency 72andSunny produced the videos, pro bono.3.3 billion+ social impressions

  • 87k+ hashtag mentions

  • 24+ original social posts

  • 96% net sentiment

Adweek produced an award-winning package on the historic Real Heroes campaign.

The world of sports unites to honor courageous healthcare heroes on the frontlines of the COVID-19 pandemic with an epic tribute. #TheRealHeroes

Participating Leagues: NFL, NHL, MLS, NBA, WNBA, MLB, NWSL, WTA, ATP, WWE, USGA, NASCAR, EA (Madden, Apex Legends, FIFA), Call of Duty, Overwatch, Hearthstone.

Featured Athletes: Drew Brees, DeAndre Hopkins, George Kittle, Hayley Wickenheiser, Wayne Gretzky, Jonathan Toews, Chicharito, Jozy Altidore, Nani, Donovan Mitchell, Skylar Diggins-Smith, Breanna Stewart, Aaron Judge, Christian Yelich, Carli Lloyd, Coco Gauff, Bianca Andreescu, Ash Barty, Naomi Osaka, The Bryan Brothers, Charlotte Flair, John Cena, Triple H, Lydia Ko, Lucy Li, Kyle Busch, Kevin Harvick, Drini Gjoka, Young Kiv, Snip3down, Monsoon, MoAuba, MSDossary, super (Matthew DeLisi), Scump (Seth Abner), VKLIOOON

The Magic

  • Leagues, clubs and athletes quickly pulled together 40 videos that ran on each of their social channels.

  • Beyoncé waved licensing fees for her hit song Halo.

  • L.A.-based creative agency 72andSunny produced the videos, pro bono.