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2020 One Show - Social Media

Don't Retire, Kid

Agency Arnold Worldwide / Boston

Client Aspen Institute's Project Play
BACK TO RESULTS

Annual ID

OS_SM20_066M

About the Work

62% of children are dropping out of sports by age 9. Why the mass exodus? Kids say because they’re “just not having fun.” Because parents and coaches have prioritized winning at all costs. But with kids quitting sports at an alarming rate, it’s clear what the costs are. To reverse this trend, we launched the #DontRetireKid campaign by holding a live press conference so a 9-year-old could announce his retirement on the biggest sports stage – ESPN’s SportsCenter. Then one of the biggest sports stars, Kobe Bryant, appeared on a live ESPN segment to offer solutions to the problem. From there, other huge names in sports joined the movement. Some planned, most organic. Soon a groundswell took place. “Good Morning America” broadcasted an entire segment. Fox Sports and News jumped in. Even the likes of Billie Jean King tweeted out. America had vowed to put the youth back in youth sports.