NBCUniversal’s Creative Impact Lab Creates National TV Spot for Challenged Athletes Foundation
June 24 2024 - 1:27PM
The NBCUniversal Creative Impact Lab, the company’s signature and
award-winning initiative of its corporate social impact brand,
NBCUnites, partnered with the Challenged Athletes Foundation (CAF)
and nonprofit agency Venice Arts to create an inspiring :30 PSA
featuring Team USA Athlete and Paralympic hopeful Derek Loccident.
Through a grant from the Lab, apprentices from Venice Arts produced
the spot with creative guidance from NBCUniversal volunteers. The
national spot will reach millions of homes through donated on-air
and online inventory leading up to the Paralympic Games.
Founded in 2022, the NBCUniversal Creative Impact Lab harnesses
a one-of-a-kind model to commission apprentices from creative
nonprofit agencies to develop marketing assets for nonprofit
organizations – helping them create awareness and scale their
impact. NBCUniversal volunteers, who work in creative roles around
the company, serve as advisors on each storytelling project. The
finished assets are showcased in donated promotional time on the
platforms of Comcast and NBCUniversal.
"The Creative Impact Lab is empowering the next generation of
creators from diverse backgrounds while shining a light on the
positive impact of nonprofits,” said Hilary Smith, Executive Vice
President of Corporate Social Responsibility at NBCUniversal. “The
Challenged Athletes Foundation is a leader in supporting athletes
with physical disabilities, and we were thrilled to work with
Venice Arts to create a powerful PSA that will hopefully inspire
others like Derek to pursue their dreams. We look forward to
watching Derek compete for a spot in the Paris 2024 Paralympic
Games.”
Derek Loccident, originally a collegiate football player, faced
a life-altering accident that severed his left foot during his
sophomore season. Undeterred by adversity, he transitioned to track
& field with a prosthetic leg provided by Össur and sports
expense grant from CAF. Loccident’s dedication has driven him to
compete for a spot on the world’s biggest athletic stage this
summer in Paris 2024 Paralympics.
“CAF is an amazing foundation that helps tons of people around
the world,” said Derek Loccident. “It’s awesome to be part of a
family like this. They allow athletes to compete with confidence,
knowing that whatever happens, happens and the rest will take care
of itself.”
"Featuring Derek Loccident's journey to Comcast NBCU audiences
is a win-win partnership between CAF, Venice Arts and NBCUniversal
Creative Impact Lab," said Kara Sterner, Chief Marketing Officer at
CAF. "This collaboration not only showcases our mission but also
amplifies our visibility, enabling us to scale our impact. It's a
prime example of how targeted exposure through creative alliances
can empower nonprofits to expand their reach and deepen their
community engagements." The PSA invites viewers
to witness Derek Loccident’s inspiring journey and be part of a
celebration of determination, hope, and triumph over adversity. The
spot made its debut on NBC Sports on May 20, 2024 to mark 100 Days
until the Paris Paralympics and will continue to air on the
platforms of Comcast and NBCUniversal throughout the Olympic
window.
This year, NBCUniversal is set to present the most comprehensive
coverage of the Paralympics in U.S. media history. The 17th edition
of this prestigious international event is set to include a
record-breaking amount of coverage, along with a groundbreaking
broadcast that will create an unparalleled viewing experience for
the American audience. Learn more about NBCUniversal’s coverage of
the Paris 2024 Paralympic Games here.
About NBCUniversal NBCUniversal is one of the world’s
leading media and entertainment companies. We create world-class
content, which we distribute across our portfolio of film,
television, and streaming, and bring to life through our theme
parks and consumer experiences. We own and operate leading
entertainment and news brands, including NBC, NBC News, MSNBC,
CNBC, NBC Sports, Telemundo, NBC Local Stations, Bravo, USA
Network, and Peacock, our premium ad-supported streaming service.
We produce and distribute premier filmed entertainment and
programming through Universal Filmed Entertainment Group and
Universal Studio Group, and have world-renowned theme parks and
attractions through Universal Destinations & Experiences.
NBCUniversal is a subsidiary of Comcast Corporation.
About Challenged Athletes FoundationThe Challenged
Athletes Foundation® (CAF) stands as a global leader in empowering
individuals with physical disabilities to embrace vibrant, active
lives. CAF firmly believes that engaging in physical activity
fosters self-esteem, encourages independence, and enriches the
quality of life. For three transformative decades, CAF has been at
the forefront of the adaptive sports movement, catalyzing change,
and redefining possibilities. Since its inception in 1994, CAF has
raised over $178 million and fulfilled 48,000 funding requests from
people with physical disabilities across all 50 states and more
than 73 countries, impacting another 60,000 individuals annually
through its outreach efforts. From providing essential equipment
like handcycles to offering mentorship and encouragement, CAF's
mission is clear: to provide opportunities and support to those who
aspire to lead active, athletic lifestyles. To learn more, please
visit www.challengedathletes.org.
About Venice ArtsVenice Arts is a leading media arts
organization providing free creative education, college pathways,
and creative career programs to low-income young people from
throughout Los Angeles. This commercial was produced by Venice
Arts' Center for Creative Workforce Equity, whose purpose is to
provide young people with a robust roster of educational programs
and career opportunities that contribute to a more equitable and
inclusive creative sector. To learn more, visit
www.venicearts.org.
- Team USA Athlete and Paralympic hopeful Derek Loccident
- NBCUniversal’s Creative Impact Lab Creates National TV Spot for
Challenged Athletes Foundation
Christy Fritts
Challenged Athletes Foundation
858.442.9570
christy@challengedathletes.org