Making GiANT Heart even more gigantic with Refresh & Co.
GiANT Heart is an initiative and collaboration between Novibet and the renowned basketball player Giannis Antetokoumpo, which strives for equality and helps those who are in need.
The initiative, under the organisation and close partnership of both Novibet and Giannis, actively engages and tries to build up a community of equal opportunities for all its members, and provides necessary help to communities in various forms, while following the fundamental values of “social caring, hope and second chance”.
Some of the ways that the project assists the community are:
- Support to foundations and centers which conduct social work, e.g. their supporting of ELPIDA, an association of supporters of children with cancer,
- Making generous offers and humanitarian operations, like with the housing of wildfire victims in Attica,
- Raising fundraisers through general public participation like the “Give Assist”(Δώσε Assist) project.
And more…
It’s well known that the passion Giannis had for basketball was the pivot ingredient for his career evolution. His small and humble beginnings in Athens have made him want to also give a chance to young people to follow their dreams and passions. His impact and values, in association with Novibet, work together to provide equal opportunities for everyone and assist the most vulnerable groups.
In the current and most well-known action of the campaign, the “Love Alliance” project (Συμμαχία Αγάπης), the main idea is to look for located abandoned sports facilities, or sport courts in bad condition, in various areas around Athens, and embark on a reconstruction process, renovate them from scratch, which assists in more young people having the opportunity to have access to sports and exercise areas. Currently, based on the project’s social media activity, they have successfully renovated at least 3 basketball courts in Athens, and more to come!
- The GiANT Heart initiative’s website: https://www.giantheart.gr/
- One of the basketball court restoration projects’s final result in Petralona, Athens, Greece: https://www.youtube.com/watch?v=Y3xFFBe_da4&ab_channel=Novibet
“PASSING TO YOU”: GiANT Heart Season 2 Campaign Proposal
In May 16th 2022, our team in the Refresh & Co. ad agency had the opportunity to create and present a short communication brief for representatives of Novibet for their ongoing campaign “GiANT Heart”. Here we propose some campaign suggestions and ideas for the second season of their project.
The main concept was the creation of an annual campaign, which would extend the work the project has already done, through new means and actions that give back to the community.
This includes:
- Charity events
GiANT Heart, at its core, is a project that wants to give back to the community and help it improve. As such, we propose for the campaign the organization of mini basketball tournaments for charity purposes, powered by the initiative. These events could be hosted at the basketball courts the GiANT Heart project has helped renovate. Money for charity can be collected through the tournaments themselves — like with the Give “Assist” {Δώσε “Assist”) action the program has already done.
- Outdoor installations (art)
A unique way of communicating the project to the public is by working with the city council to create street art (e.x. graffiti) regarding the initiative in specific spots around the newly renovated basketball courts, or in just any court in Greece if possible. This art can be created by collaborating with local Greek graffiti artists. This works in both ways: as a way to improve the areas people live in aesthetically and support local Greek art community (giving back to the community), but also smartly promotes the campaign.
- Partnerships and contributors
This refers to getting in touch with big athletic brands (NIKE, Adidas, etc) that Giannis has collaborated with in the past, or even new upcoming ones, and get them to become sponsors of the program. Also, perhaps contact athletic conventions and teams (e.x. the Hellenic Basketball Federation) and see if they’d be interested in participating or partly sponsoring the project.
- Social media presence (in the context of planning a media strategy)
The GiANT Heart initiative should further extend its social media presence by communicating the project through some of the most popular Greek influencers online — in fact, athletes, standup comedians and actors are likely to be interested in engaging with and promoting athletism-centric projects. Also, it’d be a good idea to get Giannis and his team to create more content consistently on high reach platforms like Instagram, and when it’s possible, TikTok.
This campaign proposal was also posted online on Refresh & CO.’s main social media channel on Instagram.
- Our Instagram post on the “PASSING TO YOU” campaign proposal: https://www.instagram.com/p/CeLVYIVs4ip/
As the GiANT Heart initiative continues to expand and achieve more of its goals and complete its plans, it’ll be interesting to see where and how this unique collaboration will move next. Our campaign proposal includes a few of these future possibilities, but of course the ideas are endless when it comes to giving back to the community.
Tags: Betty Tsakarestou , Stelios Stiakakhs, Kylogotheti, Armaldaxotza, Danai, Nefeli Babe
