ACTION
• Partnered with WVU’s Country Roads Trust NIL collective to identify student-athletes with lived grief experiences.
• Designed custom Children’s Grief Awareness Day, game-worn footwear—WVU’s first-ever custom in-game shoes. Shoes featured blue butterflies, Children’s Grief Awareness Day, and Highmark Caring Place branding.
• Activated during nationally televised women’s basketball, men’s basketball, and football games on ESPN+, ESPN2, and the ACC Network.
• Produced a central athlete-story video and executed a 100% organic, athlete-led social media campaign with zero paid amplification, preserving authenticity and trust.
• Integrated the campaign into Highmark Caring Place’s Virtual Children’s Grief Awareness Day event.
• Executed all planning, NIL partnerships, production, and customization on a $5,000 total budget.
