RISE (Ross Initiative in Sports for Equality) has launched virtual Super Bowl activation ‘Champions of Change’ with help from On Board Experiential (OBE) and its incubated Black-owned, minority-led consultancy Think TRUE. The virtual fan experience is an immersive, 360-experience that takes fans on a multi-sensory journey designed to educate, evoke empathy and inspire action, while highlighting the impact sports has on inspiring social change.
RISE is a national non-profit that educates and empowers the sports community to eliminate racial discrimination, champion social justice and improve race relations, an important mission that holds even more weight as we head into the 2021 game, as well as Black History Month.
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Champions of Change allows fans to experience what is typically only available onsite at the Super Bowl in the palm of their hands. Attendees are able to:
- Explore the Road to Progress: an interactive timeline that chronicles the historic intersection of sports and social justice, from the early 1900’s to the unprecedented year of social activism we saw in 2020
- Walk in Their Shoes: a virtual locker room where attendees can step into the shoes of iconic participating sports figures like NFL athlete Saquon Barkley, WNBA athlete Candace Parker and retired NFL athletes Takeo Spikes and Benjamin Watson and hear firsth and stories on their experiences with race, discrimination and activism
- Meet the Champions of Change: over the past few months, RISE brought together a group of 40 kids from across the country who have excelled in RISE programming, giving them the opportunity to participate in the Super Bowl. As part of their work, each completed art projects that speak to inequality in education and how they might be part of the solution.
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Fans can also take the RISE Pledge to End Racism and learn how to become leaders for social justice and racial equity in their communities, earning points along the way to unlock three digital and sharable prizes.
While Super Bowl is the launch of the 2021 campaign from RISE, ‘Champions of Change’ events will also take place around the NCAA Basketball Final Four and USA Swimming Olympic Trials in 2021. OBE and Think TRUE is managing experiential, social, strategy and design for the campaign.