The Foundation to Combat Antisemitism (FCAS) founded by Robert Kraft has launched the #TimeOutAgainstHate campaign, transforming the universal sports timeout gesture into a nationwide stand against hate.
The groundbreaking initiative is spearheaded by global creative agency VML and debuted during Macy’s Thanksgiving Day Parade and high-profile games like the Dolphins vs. Packers Thanksgiving clash.
The campaign unites major sports leagues, commissioners, athletes, and managers in a shared mission to combat antisemitism and all forms of hate.
Some of the big names in the campaign include:
- Shaquille O'Neal
- Candace Parker
- Doc Rivers
- Billie Jean King
- Wilfried Nancy
- Ryan Blaney
#TimeOutAgainstHate is also the first movement that brings together all major sports commissioners in a historic, closed-door meeting earlier this year to lay the groundwork for a collective league effort to amplify the fight against hate through sports’ immense cultural influence.
WPP’s Mindshare, the campaign’s media partner, has implemented creative activations to extend the reach and impact of #TimeOutAgainstHate, including:
- Real-Time Timeout Ads: Dynamic streaming spots are triggered during NFL and NCAA games when a timeout is called, running across major networks through December.
- Content Partnerships: It features collaborations with sports podcasters like LaVar Arrington, Doug Gottlieb, and Julian Edelman, alongside social media influencer @dudewithsign.
- Widespread Broadcast Coverage: The 30-second ad has already aired during live games across Amazon Prime, ESPN, Fox, NBC, ABC, and more, with additional placements scheduled throughout the season.
Creative agencies are using strategic approaches and innovative storytelling to amplify the impact of campaigns like #TimeOutAgainstHate.
They show how creative marketing has the unique ability to engage audiences and build awareness, ultimately leading to influencing behavior on a massive scale.
Uniting Sports Fans Against Hate
The #TimeOutAgainstHate initiative continues through Thanksgiving weekend, spotlighting marquee matchups like Nebraska vs. Iowa (Friday) and Ohio State vs. Michigan (Saturday), ensuring the message resonates with sports fans nationwide.
Robert Kraft, founder of FCAS, shared how the campaign represents a pivotal moment for sports and society:
“By coming together, we’re turning a universal symbol into a powerful stand against hatred.”
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Sports leagues and their stars are poised to play a vital role in this movement, proving that even a timeout can spark lasting change.
Purpose-driven marketing campaigns that call for a specific change or advocate for a cause isn't uncommon nowadays.
Recently, e.l.f. Cosmetics also debuted a campaign during the Macy’s Thanksgiving Day Parade, showcasing the enthusiasm and spirit of sports fandoms while highlighting women fans.
