Ramon Ariel De Los Santos
Creative Director / Educator / Copywriter
︎
Ramon Ariel
De Los Santos
Creative Director /
Educator /
Copywriter /
Frito Lay
Timberland
Mirror Surprise
REI #OptOutside
REI Membership
Zoolander 2
Saved By The Scan
MLB All Star Week
BFresh
Dicks Sporting Goods
Doug The Pug
Planet Fitness
Wendy’s
Dunkin
DSG Hell Week
Barilla Pasta
NY Organ Donor
About
︎
Client: Dick's Sporting Goods Foundation
Role: Copywriter
Company: Catalyst PR / IMG (160over90)
Award:
2014 Clio Sports Award Winner - Grand Clio - Integrated Campaign
My Role
Act cool when meeting Michael B. Jordan and Victor Cruz
Write and manage copy on a day to day basis for 188 youth sports teams in the program, to be used on social media and the website during the fundraising phase of the campaign.
Engaging athletes and celebrities who grew up in the towns the featured teams are from and getting them to share our message to their followers.
Challenge
For DICK’S Sporting Goods Foundation to create a nationwide movement to help save youth athletic programs.
Research predicts by 2020, 27% of U.S. public schools will not offer interscholastic sports programs.
Solution
Launch “Sports Matter”, a 360˚ cause marketing program to generate national awareness around the widespread underfunding of youth sports
and highlight the benefits athletics has in the lives of young people
Provide an online crowdsourced fundraising platform to save more than 180 youth sports teams across the US
Partner with Tribeca Films to produce a documentary about the bond formed between two rival Philadelphia high school football teams forced to merge due to budget cuts and aired it nationally on ABC and ESPN’s family of networks
Results
Over $2MM raised; DICK’S Foundation matched dollar-for-dollar for a total of $4MM donated to more than 180 youth sports programs
500K+ Website Visits, 356MM Earned Social/PR Impressions, 340+ Celebrities / Athletes / Influencers who engaged “Sports Matter” on social media
Sports Matter
We Could Be King. - Documentary Trailer
Fundraising Platform/Print
