Bridging the stigma gap between men and mental health has always been a challenge. But when it comes to sports, getting men to express how they really feel is much simpler.
If you know anything about Oklahoma, you know college football is more than a game — it's a cultural cornerstone. Fall weekends are dedicated to the sport, with football dominating seemingly every conversation. Given this deep-seated passion, bringing up football is a safe bet if you want an Oklahoman to open up. However, when it comes to mental health, there's a reluctance to talk.
In 2023, the NCAA lifted restrictions on NIL (“Name, Image, Likeness”) rights, allowing student-athletes to monetize endorsements. While many car dealerships and BBQ joints seized the chance for profit, Insight Creative Group (ICG) saw a unique opportunity to leverage the influence of Oklahoma’s top college quarterbacks to promote the 988 Mental Health Lifeline.
The 988 Mental Health Lifeline provides free, confidential support for individuals in mental health or suicidal crises. In this campaign, ICG partnered with Dillon Gabriel and Alan Bowman, the starting quarterbacks for the University of Oklahoma and Oklahoma State University, respectively, to enhance awareness of this crucial service.
Our primary goals were:
ICG secured the first joint NIL partnership of its kind with Dillon Gabriel and Alan Bowman. Collaborating with Sooner Sports and Cowboy Sports Properties, ICG crafted an agreement that maximized benefits for the athletes, the universities, and the 988 Mental Health Lifeline.
The partnership included NIL rights, extensive radio and TV coverage, and social media collaboration. ICG produced two-minute documentary-style videos and 30-second PSAs featuring Gabriel and Bowman sharing their personal mental health journeys. These spots aired on broadcast TV, YouTube, and OTT platforms, with radio ads also distributed statewide.
The campaign leveraged college football Saturdays with a robust social media strategy over four college gameday weekends. Additionally, Gabriel and Bowman posted the campaign to their combined 130.9K followers, targeting young to middle-aged males, the most vulnerable group for suicide risk.
The campaign began its roll out at the beginning of college football season in September 2023 with significant results.
The :30 PSA of each quarterback’s testimonial aired across TV and OTT in Oklahoma, racking up 3,375,245 impressions. Digitally, the two videos amassed over 150,000 views on Instagram Reels and over 18,700 views on YouTube. Additionally, both universities ran the spots on the big screen at home games, an added bonus that delivered high impact directly to their most tuned-in fans.
This campaign not only redefined NIL influence but also effectively addressed a critical issue in Oklahoma. By integrating mental health advocacy with college football culture in Oklahoma, the campaign demonstrated a new model for social good through NIL partnerships. Both Gabriel and Bowman referred to 988 as their favorite NIL deal to date, because it allowed them to expand their personal brand and platform to include something that made an impact in their community. They became ambassadors of mental health, on and off the field.
ICG’s hope is this initiative paves the way for future collaborations that combine sports influence with meaningful social impact.
