From Buffalobills.com
Review by Joanna Kirby in KIN 332 (Section 1)
I took a different spin off of my article. The article written by the director of Marketing of the Buffalo Bills goes into detail about 14 players supporting the Play 60 Challenge supported by the NFL. To my dismay, I noticed that the article concentrated much more on the players themselves then on promoting a healthy lifestyle.
Although “the Play 60 campaign was created in response to the national decline of physical education programs and lack of physical activity for today’s youth”, it seems to me that this campaign was just a way to target a younger crowd during their games. There is a tendency that many young boys usually watch football with their father, and during commercials they see beer, cheerleaders and food, nothing they can relate to. The commercials do not have much substance other than children their age interacting with professional football players. Their naïve imagination makes them believe that they are also capable of achieving this. Specifically in this article I found a few quotes which acknowledged chants for a certain Buffalo player, their undefeated record, and their standing ovations and a small portion was about health. By promoting this campaign teams hope to send off that their players are charismatic and that they care about the health of children. In the video of a pep rally the message may have gotten across better if their mascot was not in attendance, they were not in uniforms and they did not bring up the actual game followed by chants.
A positive reinforcer of this campaign does promote healthy eating and exercise. When they see that their role model supports and is involved with the program it makes them want to be a part of it too; hopefully gaining the published goal of the campaign: obesity. But what I got from the article is just another way to get out to the audience to promote a hidden charming personality and a game day audience.
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