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NBCUniversal's Creative Impact Lab: Challenged Athletes Foundation

NBCUniversal PROJECT
NBCUniversal's Creative Impact Lab: Challenged Athletes Foundation by NBCUniversal

credits

Title
  • NBCUniversal's Creative Impact Lab: Challenged Athletes Foundation
Entrant
  • NBCUniversal

About This Project

Summary

NBCU leveraged its massive audience for the 2024 Summer Games to raise awareness for accessibility. The company offered the Challenged Athletes Foundation a golden opportunity to have a PSA created for them that would run across NBCU’s platforms. The spot was produced in NBCU’s Creative Impact Lab by students from the nonprofit creative agency Venice Arts who were mentored by NBCU volunteers. It began running 100 days out from the Paralympics & ran through the Games.

Goals & Objectives

NBCU sought to raise awareness for the disability community and help break down barriers. The spot, featuring CAF Paralympian Derek Loccident & his incredible journey of triumph, was produced by apprentices at Venice Arts – allowing us to empower the next generation of storytellers.

Results & Impact

PSA received 98M+ media impressions (a $2.9M media value thru 8/14) across the platforms of NBCU & that is in-kind donated inventory. NBCU brought awareness to a nonprofit making an impact in the disability community: with the proper resources & support, people like Derek can achieve their dreams.

the team

Hilary Smith
  • EVP, Corporate Social Responsibility
  • NBCUniversal
Jessica Clancy
  • SVP, Corporate Social Responsibility
  • NBCUniversal
Marie Dilemani
  • Sr. Director, Corporate Social Responsibility
  • NBCUniversal
Kristen Johnson
  • Manager, Corporate Social Responsibility
  • NBCUniversal
Annie Koeblitz
  • Olympics Multimedia Producer
  • NBCUniversal
Don Simon
  • VP, NBC Sports Creative
  • NBCUniversal
Semira Paul
  • Apprentice
  • Venice Arts
JJ Tolibao
  • Apprentice
  • Venice Arts
Malcolm Bray
  • Apprentice
  • Venice Arts
Kristine Entwistle
  • Chief Executive Officer
  • Challenged Athletes Foundation
Kara Sterner
  • Chief Marketing Officer
  • Challenged Athletes Foundation
Cat Ellis
  • Creative Director
  • Challenged Athletes Foundation