Jacksonville Jaguars - USA
Regions
Global, Africa, North America
This NFL team has embraced the philosophy of giving back to the community, and focuses on economically and socially disadvantaged youth. The popularity of football has made the team an ideal media for reaching youth in the community, with players being used as positive role models. Programmes initiated include "Jaguars Don't Smoke", a youth anti-tobacco initiative that resulted in the establishment of the NFL's first smoke-free stadium, and "Honor Rows", a programme where disadvantaged youth must earn their seats by reaching goals to watch the games.
Communication Strategies
Billboard advertisements, programme substance is emphasized, player cards, cheerleader pictures, mini-billboards in schools, health clinics and public health centers. A reading programme donating books, and visits by team members to libraries, a Support Network for community agencies, "Straight Talk" forum to discuss sexual issues, Nike project.
Development Issues
Youth, smoking, health, literacy, HIV/AIDS, teenage pregnancy, community participation
Key Points
The team funds all of the activities of the programme, and has embraced the community even though they have substantial negative financial consequences. The group focuses on community collaboration, and contributes more to the community than any other NFL team. The Honor Rows programme requires youth to earn tickets to games by achieving demanding but realistic academic, behavioral, and/or community service goals. The youths must also take a pledge to be free of drugs, alcohol, and tobacco.
Partners
Jacksonville Jaguars Foundation, Robert Wood Johnson Foundation, Nike
