Role Account Coordinator
Year 2026
Deliverable Integrated Media Campaign & 2-Minute Commercial
Integrated Media Campaign - National Football League - National Student Advertising Competition
The NFL asked teams from across the country to build a unifying, purpose-driven campaign that elevates the full scope of the NFL’s impact on youth health and wellness across physical, mental, and emotional dimensions. By threading together their existing initiatives under one clear, inspiring creative platform, to show the world how football is building stronger kids and more connected communities not just in the U.S., but globally.
THE OPPORTUNITY
WHAT IS NSAC?
NSAC (National Student Advertising Competition) is a competition put on each year by AAF (American Advertising Federation) to give students the experience of producing a real media plan, pitch, and deliverables for a national client.
The University of Texas team is selected through an interview and application process; 40 students are handpicked to compete for our school. I served as an account coordinator, helping run our meetings and ensuring we stayed aligned on our goals throughout the process.
THE RESEARCH:
Our first three weeks were spent digging into secondary and primary research to understand the gap between what families want from youth sports and what sports culture actually shows them.
Interviews with parents, teachers, and coaches surfaced a clear tension: 88% of parents already use sports to build their kids' confidence, yet today's culture rewards the highlight over the effort behind it.
The data backed it up screen time is climbing, participation drops sharply in the "dropout zone," and 74% of parents trust the NFL to support youth well-being, though over 70% don't know its programs exist. That gap became our insight, and the throughline for everything we built next.
THE BIG IDEA:
From our research, our team landed on "The Real Win" a comms platform that reframes success in sports as growth, not the scoreboard. We built the national campaign "How Will You Win?" around it, positioning the NFL not just as a football league but as a champion of youth development.
The tagline gave the NFL a way to unify its existing youth programs, which had been operating as separate initiatives, under one story that families could actually recognize and trust. This throughline carried through every social program we built