We’re All on the Same Team

About This Project

Summary

Many Americans feel our country is more divided than ever. We sometimes see people who vote differently than us as enemies. But the fact is, we have so much in common. To help remind us of this, The Carter Center created a series of pro-democracy, sports-themed ads – for baseball, soccer, golf, football, basketball, hunting and fishing – to run in news outlets and sports programs. The idea? We may not like the same teams, but we love the game, and we believe everyone should adhere to its rules.

Goals & Objectives

To get our message of American unity into unexpected places, where audiences might be more open to it. We wanted them to say, “I never thought about it that way.” While we’re nonpartisan, many don’t view us that way, so we partnered with right-leaning organizations to cement the unity message.

Results & Impact

Our six ads reached over 10 million digitally and 1 million in print. They appeared in USA Today, Sports Illustrated, The Atlanta Journal-Constitution, Augusta Magazine, and professional baseball & football programs. Ronald Reagan’s foundation has asked about partnering on future ads.