The men of the NBA are more than just basketball players - they're fathers, sons, husbands, and brothers. The problem? Nobody talks about that.
Along with the Fathers and Sons of Professional Basketball Players and the NBPA Foundation, we created #EverydayDad. The broad objective was to highlight who the men are off the court, but first we had to position the NBPA Foundation as a reliable storyteller for the players - and had to get the players on board.
EverydayDad Was About Changing Perceptions
Our approach was simple: let them do the talking. As it turns out, they have a lot to say - about how proud they are as husbands and fathers, and about their families and those who have influenced them along the way.
Through our social media strategy, content, and subsequent coffee table book, we increased the NBPA social footprint by over 200% and garnered interest from over 20 top players in 2017.