NFLPA Community MVP

For its 10th year, the NFLPA Community MVP program generated an innovative, engaging and joyful campaign featuring best in-class creativity to shine a deserving light on the good that NFL players do in their communities.
Each week during the regular season, the NFL Players Association honors one player for giving back to his hometown or team city. Inspired by the CowParade international art exhibit, the NFLPA teamed up with HEARTLENT Group to build out a CMVParade campaign. Each of the 18 Community MVPs was memorialized within a football statue accentuated with elements of their charitable efforts and team city. Players, teams, fans and media alike engaged with the weekly content on various digital media platforms, which generated more than 347 million total impressions and more than 35,000 total engagements on the NFLPA's owned social content.
To close out the season, a digital fan vote -- bolstered by branded content and player engagement -- helped determine which of the 18 Community MVPs would become the five finalists for the union's most prestigious honor: the NFLPA Alan Page Community Award. The statues were brought to life for the finalists, each of which received a customized football that was also auctioned off at the NFLPA's charitable fundraiser leading up to the Super Bowl. That same week, 2024 Alan Page Community Award winner Calais Campbell was presented a life-size version of his CMVParade statue in what served as the first trophy redesign in the award's storied, 57-year history.
With its cutting-edge content, broad-reaching messaging and $330,000 in donations to the players' various causes, the NFLPA Community MVP campaign continues to be a highly effective platform, one that celebrates the remarkable off-field work of NFL players while amplifying their generosity to new audiences worldwide.