MOA Refocus
Awareness Campaign
Year 2016
Type student
Role creative & Art director, PHOTOGRAPHER, Designer
Having spent five seasons working as a basketball referee for the Montana Officials Association, or MOA, I have become concerned with the overall lack of respect and appreciation for referees’ contributions to the game. To address this lack of empathy, I have created this “MOA Refocus” campaign to be hypothetically run by the Montana Officials Association or other similar referee pools.
In the spring of 2017, I was fortunate to have this project judged in Washington D.C. at the national level of the American Advertising Awards.
Logo
My logo design directly links a basketball and the recognizable black and white stripes worn by officials. The placement of the word "Ref" inside "Refocus" forces viewers to reconsider their own behavior while attending sporting events.
Magazine Ad
I chose to produce advertisements that were most likely to reach players, coaches, and fans. This piece could be placed in sports magazines, referee rule books, or other sports publications. The copy highlights the perceived dehumanization of officials and encourages the viewer to treat them with the respect they would give to an ordinary person.
Poster
In addition to the magazine ad, this poster could also be hung in gymnasiums, weight rooms, sporting goods stores, sports bars, and other locations where sports fans may be located. While many players, coaches, and fans certainly have an extensive knowledge of the game, the advertisement reminds viewers that MOA officials are trained and tested to ensure they are understanding and enforcing the game's rules to the very best of their ability.
This campaign would be run with the intent to drive traffic to an MOA Refocus Facebook page that would feature content such as “You Make the Call” videos, “Rule of the Week” explanations, and local referee bios. I believe this campaign would generate a greater awareness for the challenges faced by referees, and effectively bridge the gap between officials and the rest of the basketball community.