National campaign encourages participation and brings awareness to kids and their parents of local NFL youth football programs.

NEW YORK, AUGUST 2 -- Play ball -- Play Football that is. Specifically, play football during "Play Football Month".

This September, "Play Football Month," a fully integrated program involving all 31 NFL clubs, will encourage kids and community volunteers to participate in the NFL’s many youth endeavors. The goal of all NFL Play Football programs are to provide fun, safe activities that promote physical fitness and reinforce important life skills playing football develops – skills like teamwork, leadership and goal setting.

Through a diverse multi-media campaign, the NFL and its clubs are reaching out to boys and girls, ages 6-15, with special events that highlight established youth programs and events. The NFL is a leader in providing training, development and financial aid in support of quality after school programs. Current NFL youth programs include:

Junior Player Development – This innovative program is the league’s first tackle football program for kids, ages 12-14. Successfully test-piloted in New York City in 1999, it will roll out to 10 NFL markets in spring 2000.

NFL Flag, presented by Nike – Community and school-based flag football leagues for boys and girls, ages 6-14, that develop basic skills in a fun, non-contact atmosphere.

Play Football festivals – Free, non-contact clinics with local youth coaches teaching youngsters running, throwing and catching skills.

NFL/Gatorade Punt, Pass and Kick – Over 3.5 million kids are expected to participate in PP&K in 1999. The nation’s largest grass roots sports competition, PP&K -- for boys and girls ages 8-15 -- tests a youngster’s ability in three skill areas, with points based on distance and accuracy.

Kids and their parents will learn about "Play Football Month" activities through a campaign including:

-A Play Football Month" section on the league’s website (nfl.com) where users can access local information on NFL youth programs and "Play Football Month" events.

-A national TV and radio ad campaign featuring youngsters and parents discussing the impact NFL programs have had on their lives.

-More than 12,000 schools distributing NFL history posters to students, along with take home worksheets to be used interactively with NFL regular season games.

-Free Play Football festivals, along with Punt, Pass and Kick competitions, that will be held in Atlanta, Chicago Cleveland, Nashville, and New York.

-NFL/Gatorade Jr. Training Camps will take place NFL markets, with individual clubs and their players hosting one-day camps for youngsters, as well as traveling to area schools encouraging kids to register for NFL programs.

Coinciding with the opening of the regular season, Tuesday, September 14, will be designated national "Play Football Day" in Washington, D.C., with a special ceremony at the White House. Commissioner Tagliabue, NFL players and political leaders will join forces to recognize the league’s commitment to high-quality youth programs, and encourage others in the community to get involved as well.

More than four million boys and girls participated in NFL youth programs last year. For more information on NFL youth programs check the league’s website (nfl.com) or call 1-800-NFL-SNAP.

Editor’s note: Contact Andrew Fink (212-450-2079) for photos of NFL youth advertising or youth participatory programs.

CALENDAR OF NFL YOUTH AND PLAY FOOTBALL MONTH ACTIVITIES
(Does not include local events involving all 31 clubs)