Hasta La Creative!

Too often campaigns meant to raise money for a good cause fall on deaf ears. Not because the message isn’t worthy, but because it’s not engaging. That’s not the case with Dick’s Sporting Goods new effort, “Sports Matter.”

The campaign is meant to raise awareness of the “Sports Matter” program, which will award up to $2 million in grants to disbanded or financially challenged youth sports teams. An estimated $3.5 billion was cut from school sports budgets between 2009 and 2011. And one study predicts that by 2020, 27% of U.S. public schools will not offer sports programs, explained Ms. Hobart, who has three kids of her own involved in youth sports.

Dick’s expects it will fund between 75 and 100 teams — but there’s a catch. The teams must raise half the money they need themselves, with marketing, public relations and counseling support from Dick’s, which will then match the other half. “We think America does care and wants to mobilize behind this issue,” Ms. Hobart said. “But it’s also very important to us that these teams learn to fundraise…so they can fund their team for years to come.”

Continue reading at AdAge.com