Championing Grief Awareness Through Athlete Storytelling

A national organic campaign using athlete voices to elevate Children’s Grief Awareness Day, reaching over 2 million viewers without paid media.

ACTION
• Recruited athletes, entertainers, and community leaders with personal grief stories to serve as “Champions of Hope.”
• Produced a cohesive, story-first video and social content series designed for native sharing across platforms.
• Executed a 100% organic, multi-platform social campaign across Instagram, Facebook, Twitter/X, and YouTube.
• Activated partners to publish and distribute content through their own channels—prioritizing credibility over amplification.
• Extended reach through earned media, press coverage, podcasts, and live press events tied to major sports moments.