After helping create a 501[c](3) organization called Fairness for Athletes in Retirement (FAIR), PLUS launched a national earned media and advocacy campaign to educate current and former players, as well as influencers, the NFL and the NFLPA on the urgent need for NFL pension reform.
We began our campaign by hosting a fundraiser/dinner with a number of hall of fame NFL players to secure the initial funds FAIR needed to carry out our campaign and establish legitimacy within key sports circles, which was covered by the New York Times. After the initial launch, we began creating a series of testimonial videos from some of the game’s most recognizable voices such as Franco Harris, Dick Butkus, Ken Houston, Joe Jacoby and Joe DeLamielleure stressing the urgent need for the NFLPA and NFL to increase pensions for pre-93 retirees.
After FAIR was firmly established as the leading voice for pre-93 retirees, we placed a number of op-eds signed by hall of famers on the issue in prominent outlets such as the Houston Chronicle and Charleston Post Courier while pitching and securing coverage in publications such as the USA Today, Associated Press, San Francisco Chronicle and Washingtonian.
As we secured earned media deliverables, we amplified them through ICYMIs, targeted email blasts and social media to a broad list of influencers, including journalists and current NFLPA player reps.