Amid a surge in gun violence, with over 1,800 people shot in Philadelphia in just one year, the Eagles faced a pivotal moment when their own team members were directly affected. Realizing the urgency, they stepped off the sidelines to take action.
Recognizing the limitations of faceless statistics, we identified a critical opportunity to showcase the human stories behind the numbers so we a 360-degree campaign that brought the untold stories of real people to the forefront, featuring Eagles players, fans, and the Philadelphia community.
One of the stories that we wanted to highlight was Ja’ Nell Hal-Ragin’s, a local poet that lost a family member to gun violence. We partnered with Ja’Nell to write a script that was so important to her, that she ended up performing it and the result was an emotional piece that created a lot of noise in social media.
