MIDNIGHT SPORTS

Romanian Basketball Federation promotes basketball excellence and actively supports a healthy lifestyle through sports events dedicated to children and teenagers.

Established in 1931, Romanian Basketball Federation (FRB) is a founding member of the International Basketball Federation (FIBA). It comprises 237 affiliated clubs with 14,785 members and it organizes 22 national basketball championships.

In 2009, FRB organized Midnight Sports, an athletic event aimed to help young people choose a drug- and alcohol free lifestyle. The association asked Brand Academy to design a captivating event concept with corresponding communication strategy.

We tailored a mixed sports competition concept that would take place nationwide and appeal to the most vulnerable target, by scheduling basketball matches and athletic contests at late hours, when usually drug and alcohol intake grows.

Since the excitement of the competition had to attract more sport fans, we devised an integrated communication strategy which persuaded young people that engaging in sport activities means choosing a hearty and healthy lifestyle.

From street billboards to video spots, from press conference to word-of-mouth – all communication tools were employed to air the same inspiring message.