NFL campaigns to get moms coaching

STRATFORD, CT: Forty mothers in Westchester, New York are swapping

their bleacher seats for the chance to coach football in the NFL Youth

Sports Program as part of a campaign to help redefine how youth football

is played in the US.

Jacobs & Prosek Public Relations, the agency of record for NFL Youth

Sports, was involved in the creation of the program that focuses on

transforming soccer moms into football coaches. The agency will also

generate awareness and manage the pilot program.

The NFL has invested millions to fund grassroots flag football leagues

and transform the image of the professional sport to a more

family-friendly image that encourages self-esteem and life lessons.

Mothers were encouraged to apply as flag football coaches during the

fall, and classes will run through February. The class grills the

mothers on the basics of football, including learning plays, watching

games, drilling, and instruction on what makes a good coach.

"Moms are great caretakers, and what better way to improve the image of

youth sports than to make them caretakers of the game," said Maureen

O'Connell, account supervisor at Jacobs & Prosek.

The agency has already landed a piece in The New York Times about

football moms.

In the summer, when the flag football season begins, the moms will be

part of an SMT that features Cincinnati Bengals great Boomer


Jacobs & Prosek is planning an event to announce the kickoff of the moms

as coaches. In addition, the agency is pursuing a relationship with the

PTA to use the group's network to promote the flag football program.

The agency has recorded some of the coaching classes and interviews with

the mothers, which will be sent to TV media.

If successful, the campaign will be rolled out to other NFL Youth Sports

programs around the country.

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