New York Life partnered with the U.S. Soccer Federation together creating “The Assist”, one part content series that works in tandem with the “Behind the Assist” fan sweepstakes to celebrate the individuals who support athletes on their journeys to success. While the spotlight often shines on the player, this initiative highlights the “unsung heroes” whose encouragement, mentorship, and guidance make achievement possible.
Through episodes shared on USSF’s social media channels, The Assist showcases personal stories from athletes like U.S. Women’s National Team player Jaedyn Shaw, who credits her father as the “ultimate assist” in her path to professional soccer. Each story demonstrates the meaningful impact that support systems—family, coaches, and community—have on helping young athletes reach their goals.
The program aligns seamlessly with New York Life’s mission to honor life’s milestones and underscore the value of community, mentorship, and shared achievement. By celebrating the people behind the moments, the initiative embodies the company’s motto, More Powerful Together, demonstrating that success is never achieved alone.
The campaign amplifies this message through a multi-platform approach, connecting fans, families, and communities to the narratives of resilience, encouragement, and dedication. By blending storytelling with a clear purpose-driven message, The Assist / Behind the Assist positions New York Life as a champion of both life’s big moments and the people who make them possible.
The strategy behind The Assist and Behind the Assist was to shine a light on the often-forgotten people who play pivotal roles in success, reinforcing New York Life’s brand purpose: supporting families and communities in achieving milestones together. Recognizing that achievement is often a collaborative effort, the campaign sought to inspire audiences by showcasing authentic stories of mentorship, encouragement, and emotional support.
The initiative’s objectives were threefold:
Execution centered on producing a series of short-form episodes distributed across USSF’s social media platforms, including Instagram, Facebook, and TikTok. Each episode featured a professional athlete telling the story of someone who provided the “assist” behind their success. Narratives focused on personal moments of encouragement, guidance, and dedication, demonstrating the tangible and emotional impact of these supporters.
The content strategy emphasized authenticity and relatability. By profiling a diverse range of athletes and their supporters, the series created opportunities for audiences to see themselves and their own networks reflected in the stories. New York Life’s involvement was subtly integrated, reinforcing the brand’s purpose without overt promotion, ensuring the focus remained on celebrating real-life support systems.
To amplify reach, the campaign leveraged social sharing and engagement features, encouraging fans to nominate their own “assists” through the Behind the Assist sweepstakes. This multi-platform approach created a feedback loop, connecting athlete stories with community submissions, and strengthening audience interaction.
The Assist presented by New York Life initiative successfully combined storytelling, social engagement, and brand alignment. To date, the sweepstakes has received over 12,000 entries, and each content series episode has received over 200,000 impressions, consistently driving positive engagement and reactions from fans. The Assist / Behind the Assist showcased the individuals who make achievements possible, reinforcing New York Life’s message that life’s milestones are better celebrated together. By blending purpose-driven content with authentic narratives, the campaign deepened community connections, elevated the fan experience, and demonstrated how success is amplified when people support one another—a true reflection of being More Powerful Together.
