U.S. Center for SafeSport

The U.S. Center for SafeSport asked our team to develop creative concepts for a national message promoting a sport community free from emotional, physical, and sexual abuse. After receiving an ESPN grant to produce a 30-second commercial for the network, SafeSport chose Image Brew to take the project from concept through delivery. Communicating such a sensitive, complex topic in a clear and memorable way was the core creative challenge.

Approach

Our wheels began spinning immediately. SafeSport selected one of our boldest ideas—direct, a little uncomfortable, and intentionally memorable. The concept encouraged parents to ask the right questions to help prevent abuse in youth sports. It was a gutsy approach designed to spark real conversations and cut through the noise of traditional PSA messaging.

Results

We produced six spots over a two-day shoot with a 12-person crew and 25 actors—all just four months into the COVID outbreak, requiring daily rapid testing and strict distancing protocols. Despite the constraints, the campaign delivered big results. The spots aired nationally for two years, garnered over 8 million views, and ultimately earned a Gold Telly Award.

“Ben and his team were amazing to work with. We went to Image Brew with a rough idea for a 30-second tv commercial. In a short amount of time, Image Brew turned our rough idea into a perfect, finished product. I can not say enough good things about their professionalism and the quality of their work.”

— Kevin McInerney, Google Review