imagiCal is UC Berkeley’s nationally ranked, award-winning creative strategy agency and competitive marketing team. This year, we took on a passion project of developing an end-to-end marketing campaign concept for the NFL.

The NFL recognizes a growing crisis among the youth. With mental health struggles, a lack of safe spaces, and an urgent need for belonging, the NFL has been launching programs to support youth health and wellness. However, its brand is universally associated with entertainment, masculinity, and competition, which overshadow their efforts and make them seem unapproachable and unrelatable.