Little League® launches a campaign to address adult behavior in youth sports

Little League® launches a campaign to address adult behavior in youth sports

PSA Little League Campaign

Win or lose. We just want to play. According to the Aspen Institute Project Play, the average child spends less than three years playing a sport, quitting at the age of 11, more often than not because the sport is no longer fun. As the Little League Region and World Series tournaments enter full swing, Little League and ESPN have teamed up to launch a new Public Service Announcement (PSA) campaign aimed at addressing the increase in winning behavior at all costs from parents. and coaches and the negative impact it has on children who are just trying to have fun playing sports.

“The vast majority of adults in youth sports participate for the right reasons, however, we want to use our platform to highlight the negative impact that bossy parenting and coaching behaviors can have on a child’s youth sports experience,” he said. Liz DiLullo Brown, Little League senior vice president and marketing director and mother of two. “Our two new PSAs, created in collaboration with ESPN, address this important topic, reminding us that kids are the most important beneficiaries of a positive youth sports experience. Little League International prides itself on all adult volunteers and healthcare professionals doing it the right way in fields around the world, however, it is time to directly address the need to support our players and their experience when adult behavior creates a negative environment “.

The launch of these two new PSAs, which will air during the 340 Little League games broadcast this summer on ESPN Family of Networks, coincides with the launch of the new Little League Diamond Leadership Training Program. Created as part of the Million Coaches Challenge, established by the Susan Crown Exchange to train one million coaches with the goal of enhancing youth sports experience, the Diamond Leader program is a free educational experience for Little League coaches and volunteers. This digital learning experience focuses on providing Little League volunteers with the tools they need to support the social and emotional aspects of youth sports, in coordination with the Aspen Institute’s Project Play. The The Little League Diamond Leader program was launched as a pilot program this summer and is expected to be rolled out to all Little League volunteers in 2023.

Shot in Darien (Conn.) Little League with league players and volunteers participating in the production, rather than child actors, the Tale of two coaches PSA (View) follows the comings and goings of two Little League teams. One manager takes a winning approach at all costs, while the other focuses on providing a positive experience for players, showing the impact of these two approaches on their respective Little Leaguers.®. The Children have had enough PSA (View) follows a team’s reaction to an opposing player’s father who scolds him from behind the fence.

“We have been proud to work with Little League on their PSAs over the past few years and were intrigued when they presented these ideas to us for this year’s campaign,” said Geoffrey Bird, ESPN Senior Writer / Producer. “Working with longtime Winter Films collaborator Barrett Esposito, we were thrilled to be collaborating on these two pieces that we hope will have a positive impact on improving the youth sports experience.”

The PSA campaign is the latest in Little League’s efforts to continue promoting a player-centric experience across 6,500 leagues in more than 80 countries around the world. Over the past three years, in addition to the launch of its new Little League Diamond Leader program, Little League has boosted its free resources on Little League University; brought his to life Little League Sandlot Fun Days program, an unstructured, player-driven gambling opportunity; improved his Girls with play initiative, celebrating female participation; and was recognized as an Aspen Institute Project Play Champion.

“Countless children are being introduced to youth sports through the Little League and the adult volunteers who support this experience have a great responsibility in fostering their love of play and instilling the life lessons that come with participating in sports,” said Nina Johnson. Pitt, Little League Senior Strategy Executive and mother of three. “Thanks to the Susan Crown Exchange’s support through the Million Coaches Challenge, we look forward to launching the Little League Diamond Leader Program as one of our newest initiatives to help provide our volunteers with the support they need, as they give back. to their children in their community. This PSA campaign harks back to the all-too-real experiences our children are having in today’s youth sports, and it’s more important than ever for Little League to lead the way in improving adult behavior in camps and fields around the world. “

To watch these new PSAs, be sure to tune into the 2022 Little League Baseball and Softball Region and World Series tournaments on the ESPN family of networks throughout the summer, concluding with the 75th Little League Baseball World Series anniversary on August 17-28. For more information, including a full schedule of games and TV listings for each game, be sure to visit

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