Carmichael Lynch’s “A Fair Shot” campaign for H&R Block champions female college athletes in the wake of the recent Name Image and Likeness (NIL) ruling, which allows student-athletes to be compensated for their NIL. To help narrow the gap in financial opportunity between male and female athletes, H&R Block offered $1,000,000 in sponsorship deals – and free tax preparation – to a diverse range of female college athletes.
The central piece of the campaign featured a TikTok video starring NCAA basketball champion Zia Cooke imagining a world where female college athletes got the same level of recognition and opportunity as their male peers. Cooke saw an influx in sponsorships as a result of her partnership with Carmichael Lynch. She is now one of the highest-paid female college athletes.
Carmichael Lynch and Carmichael Lynch Relate supported creative, social, and public relations for the campaign, which has garnered 1.3 billion impressions in one month.
Read more in AdAge.