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National Lacrosse League

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What We Did

NLL Trophy

We also worked with Indigenous metalworker Katherine Corbiere to create a new NLL Cup presented to the league champions.
 

The Results


NLL Unites provided the league with a platform organized around Heritage, Inclusion and Service.
 

Teams and fans participated in community service initiatives, while heritage-focused programming recognized and represented Indigenous communities.
 

The work received industry recognition, including a 2022 Hashtag Sports Award for Every Child Matters and a 2023 Cynopsis award for NLL Unites.

Building a League-Wide Social Impact Platform

The National Lacrosse League wanted to develop a corporate social responsibility platform aligned with three priorities: heritage, inclusion and community. Key stakeholders included players, fans and Indigenous communities.

NLL Unites
 
We developed and launched NLL Unites for the 2021–22 season around three pillars: Heritage, Inclusion and Service. The work included partnering with Indigenous leaders, nonprofits and experts to highlight the Indigenous origins of lacrosse as the Creator’s Game.

We developed programming and educational resources for players, referees and fans about Indigenous traditions and contributions to lacrosse. We also created initiatives and materials focused on inclusion and worked with NLL teams to develop community engagement and service opportunities in their local markets.

Every Child Matters
 
One of the signature initiatives was the Every Child Matters campaign, which raised awareness about the residential and boarding school systems in Canada and the United States and their impact on Indigenous communities.

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