In 2015, LDWW created and continues to manage Big 12 Champions for Life, a campaign that highlights the value of an athletic scholarship by sharing the personal stories of individuals whose lives were changed by this opportunity. The campaign has featured TV PSAs and a complete library of student athlete testimonial and long-form digital content that are produced and shared across all Big 12 member universities and partners such as the NCAA, Fox Sports and ESPN, social media, in-stadium opportunities and third tier networks. This campaign has changed the narrative on the value of a sports scholarship by providing messaging for audiences to understand how impactful sports scholarships can be in developing a career path and future for these individuals.

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