IHSAA “Sportsmanship” Campaign

In Indiana, high school sports are a big deal. The Indiana High School Athletic Association (IHSAA) is a nonprofit organization that regulates supervises and administers interschool athletic activities among Indiana’s high schools. To help ensure its sporting events would be positive experiences, it asked us to produce a campaign emphasizing good sportsmanship.

To drive home the point that sportsmanship is everyone’s responsibility, we positioned each viewer as the “face” of good sportsmanship. This wide ranging campaign targeted school administrators, coaches, students, family and high school sports fans of all stripes.

Media consisted of direct mail sent to school administrators, posters displayed in school hallways, static clings attached to bathroom mirrors, print ads, banner ads and regional TV and radio spots. For months, it was impossible to escape our message in the Hoosier State.

Television Spot

Static Cling

Direct Mail to School Administrators


Print Ads

Postcards for Coaches

Banner Ads