🎉 2022 Shortlist

                                      NLL Unites: Every Child Matters

                                      Entrant: National Lacrosse League (NLL)

                                      NOMINEE ✨
                                      • Excellence in Multicultural Storytelling


                                      ABOUT THIS ENTRY

                                      The National Lacrosse League teams playing in week 6 wore a specially designed orange “Every Child Matters” warm up shirts during the weekend of January 6-8th, 2022. This, in addition to helmet stickers all players will be wearing throughout the season, was the first ever awareness campaign for the Residential Schools in professional sport.

                                      How does this represent “Excellence in Engagement”?

                                      The NLL's multimedia, omnichannel campaign, executed at the league level, and amplified by teams and players, created conversation and sparked fan engagement and growth. The noticeable lift across all owned and operated channels generated funds for charitable partners through activating our fans in a myriad of ways - from auction bids to replica shirt sales.
                                      Every Child Matters is an inspiring execution because it shows that our industry can lift up and amplify niche topics and there are multiple ways to turn a digital fan into an advocate for change. A niche topic, Every Child Matters shows that our industry can educate fans who are empowered to move society forward.

                                      Objective: The National Lacrosse League's CSR program, NLL Unites, is founded on three pillars: Heritage, Inclusion, and Service. For Heritage, the NLL focuses on the contribution of the Indigenous Communities to lacrosse and beyond. To raise awareness about Native American residential and boarding schools, which were created to isolate indigenous children from the influence of their culture in order to assimilate them, our NLL Unites initiative supports the Every Child Matters movement.

                                      The Work:

                                      National Lacrosse League, NLL Unites- Every Child Matters



                                      National Lacrosse League (NLL)

                                      The National Native American Board School Healing Coalition

                                      Gord Downie & Chanie Wenjack Fund

                                      Halifax Thunderbirds




                                      Jessica Berman
                                      Deputy Commissioner

                                      Ryan Ireland
                                      Manager, Marketing and Communications

                                      Katie Lavin
                                      Marketing, Communications and Events

                                      Lauren Gaffney
                                      Director and Producer
                                      LGL Productions

                                      Darren Sudman
                                      Unless-Outsourced CSR

                                      Kayleigh Jordan-MacGregor
                                      Development Associate
                                      The Gord Downie & Chanie Wenjack Fund

                                      Lora Horgen
                                      Communications Officer
                                      National Native American Boarding School Healing Coalition (NABS)

                                      Joe De Perio
                                      Chairman of the Board
                                      I Got It

                                      Nicole Johnson
                                      I Got It

                                      Charlie Ragusa
                                      Director of Business Development and Digital Media
                                      Halifax Thunderbirds

                                      Dave Sowden
                                      Equipment Manager
                                      Halifax Thunderirds

                                      Sxwálhkin (Pete) Natrall
                                      Custom lacrosse stick designer & Dyer
                                      Pete Natrall's Custom Lacrosse

                                      AngelineKamĂş7nka (Angelina)
                                      Natrall, Artist
                                      Squamish Nation

                                      Ryan Graham
                                      Assistant Online Business Manager

                                      Daniel Caplan

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.


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