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H&R Block
H&R Block Gives Women College Athletes “A Fair Shot”

RAN IN: United States

CLIENT
H&R Block

AGENCY
Carmichael Lynch *Lead Agency

Julie Batliner, President, Managing Partner
Marty Senn, Chief Creative Officer, Managing Partner
Emma Siolka, Associate Creative Director
Justine Robinson, Associate Creative Director
Meagan Pagliara, Executive Planning Director
Alex Weaver, Account Director
Brooke Worden, Executive VP - CL Relate
Emily Den Boer, Associate Social Director
Dominique Anzano, Head of Production, Sr. Partner
Eden Swanson, Group Planning Director
Lauren Smith, Writer
Marc Mason, Managing Director
Amanda Riley, Associate Account Director
Shauna Gajavada, Senior Social Strategist
Aaron Lauby, Senior Account Manager
Kelsey Doherty, Senior Project Manager
Eliza High, Social Specialist
Sara Forrest, Senior Content Producer
Vicki Oachs, Director of Business Affairs
Deb Lustig, Senior Content Producer
Molly Nemer, Senior Editor/Visual Artist
Grete Lavrenz, GM, CL Relate, Senior Partner
Regine Labossiere, Director of Media Relations - CL Relate
Leila Erickson, Sr. Account Supervisor - CL Relate
Katy Tenerovich, Director of Social Strategy
Dan Branovan, Senior Visual Artist
Katie Joachim, Retoucher/Visual Artist
Lachlan Badenoch, Chief Strategy Officer
Artur Un, Art Director
Gigi Flom, Brand Planner


Gale *Lead Agency

Eleanor Haag, Sr. Account Director
Sophia Zhang, Managing Partner


SisterBoss

Jeff Marcovis, Sound Design/Audio Mix


Cheeky Films

Cate Frearson, Executive Producer
Mackenzie Emiko Berkman, Line Producer
Jamal Soloman, Director of Photography


PS260

Georgia Dodson, Editor
Rana Martin, Executive Producer


SUMMARY

Changes to NCAA’s NIL rules meant big paydays for college athletes. But a compensation disparity between men and women athletes became apparent. H&R Block needed to win with Gen Z, and saw an opportunity to participate in a cultural conversation and help women athletes. H&R Block’s “A Fair Shot” campaign not only provided critical sponsorships and tax help for women athletes, it garnered the attention of Gen Z with 1.2 billion earned media impressions, billions of TikTik video views and increased brand favorability by 14 points.

CASE VIDEO


Language: English