NSAC × NFL | JoJo Maestas

263primary research survey respondents

14focus groups across audience segments

$10.4Mproposed integrated campaign investment

My contribution

From the big idea to the creative system.

I helped shape the script and overall creative direction for Team 160. I originated the campaign concept and line, “Future First Downs: One Play at a Time,” connecting football language with the idea that meaningful progress is built through small, everyday wins. I also wrote the manifesto script, created select graphics and campaign materials, and contributed creative direction and feedback across the integrated campaign.

Concept CreatorManifesto CopywritingScript DevelopmentSelect DesignCreative Direction

The challenge

The programs existed. The connection did not.

The NFL already supported youth initiatives spanning physical, mental, and emotional well-being, but our research showed that awareness and credibility were limiting participation. Guardians could see the value of youth wellness while still questioning the NFL's role as the messenger.

The opportunity was to create one recognizable system that made existing initiatives easier to discover, understand, and trust, while elevating the teachers, coaches, and community leaders families already rely on.

Who we played for

A network around youth participation.

Helmets-On Guardian

Primary decision makers seeking safety, trust, and meaningful opportunities for their children.

The Player

Youth participants and the next generation of athletes and fans.

Armchair Quarterback

Casual fans who can broaden reach, familiarity, and trust.

The Prospect

Underrepresented and not-yet-activated audiences representing future growth.

The insight

Trust was the first play.

“The primary barrier is not youth wellness itself, but trust in the NFL as the messenger.”

Families were not questioning the importance of youth wellness. They were questioning who they trusted to deliver it. That shifted the campaign away from simply promoting programs and toward demonstrating authenticity through consistent messaging, accessible pathways, and trusted community voices.

The big idea

Future First Downs.

Progress does not happen all at once. It happens one play at a time.

The campaign reframed the language of football as the language of everyday progress. Plays became daily actions. First downs became small achievements. Drives represented continued effort. Touchdowns represented long-term success.

This gave every execution one recognizable message: small wins matter, and every step forward can move the chains.

Future First Downs big idea from Team 160 plans book

The strategy

Four downs to move from hesitation to participation.

First Down

Unify Programs

Bring youth initiatives together under one recognizable platform.

Second Down

Build Community

Elevate teachers, coaches, and community leaders as trusted messengers.

Third Down

Support Whole Wellness

Connect physical wellness with mental health, character, rest, and life skills.

Fourth Down

Make Action Easy

Reduce barriers with clearer enrollment, resources, and pathways to participate.

Manifesto

Giving the idea a voice.

I wrote the manifesto script that established the campaign's emotional tone around small wins, encouragement, confidence, and progress.

Manifesto script written by JoJo Maestas · Team 160 collaborative production

Campaign in action

One idea across every touchpoint.

Future First Downs was designed as an integrated system across social, digital, video, out-of-home, guerrilla, partnerships, events, audio, and gaming.

Future First Downs semi truck execution — **Semi-truck OOH execution**
Concept and graphic designed independently by JoJo Maestas.

Future First Downs bus execution — Transit execution

Future First Downs staircase execution — Environmental staircase activation

Future First Downs football field crosswalk — Guerrilla crosswalk activation

Motion and digital

From awareness to participation.

TV spot

Social execution 01

Social execution 02

Future First Downs Playbook website concept

Measurement

The final score.

Success was organized around the same three objectives that shaped the campaign: awareness, perception, and participation. The plan connected platform traffic, content engagement, surveys, program discovery, sign-ups, and repeat participation to measurable movement across the campaign.

AwarenessVisibility turns into discovery.

PerceptionTrust is demonstrated, not claimed.

ParticipationIntention turns into action and habit.

Recognition

Award-winning campaign work.

Team 160's Future First Downs campaign earned two distinctions at the 2026 NSAC District 11 competition.

NSAC District 113rd Place

Team 160 finished third in the district competition.

AdStar AwardBest Use of Social Media

Recognized for the campaign's social media strategy and execution.

Future First Downs

So, what's your first down today?

The campaign turned the structure and language of football into a system for recognizing progress in youth wellness, connecting everyday wins to a larger movement built one play at a time.

View the full plans book