Mental Health Initiative ‘The Net’ from BarkleyOKRP Evolves to Target Social Posts
New Ads Star Teammates on the Chicago Sky
CHICAGO (August 16, 2024) — The WNBA’s Chicago Sky is advancing its year-three initiative in support of players’ mental health with a campaign from partners BarkleyOKRP and Putney that enables players and others to block negative social posts. The new campaign, “Block the Negativity, Post Up Positivity,” was inspired by the majority of female athletes having experienced some form of online harm that poses a direct threat to their mental healthy.
The centerpiece of this campaign is an app that lives on The Chicago Sky players’ phones. The app, now in beta testing, uses AI to identify negative posts in players’ social feeds and blocks them. The app will be available to Chicago Sky players this week and then to the public later in the year. In addition to keeping negative posts from showing up, the campaign encourages fans to flood social feeds with positive messages.
“The mental health of female athletes is heavily affected by social media comments, and with more eyes on the WNBA, it’s only gotten more challenging,” explained Tania Haladner, CMO of the Chicago Sky. “I’m so proud of our players who are lending their voices to support this initiative and help demonstrate that supporting mental health awareness is a priority that requires teamwork.”
The campaign features Chicago Sky players, Angel Reese, Chennedy Carter, Isabelle Harrison, and Brianna Turner, who represent all players confronted with mean and unpleasant social comments. In the ad, players forcefully shatter these comments while shooting, passing, and running plays on the court. Chicago Sky coach Teresa Weatherspoon makes an appearance to encourage her players. The Angel C. Reese Foundation, Mesirow, and Magellan Corporation are partners of the program.
The campaign includes a series of online videos, social posts, in-arena activations and merch featuring headbands with positive affirmations from the players. The videos were produced by Miniac and directed by Cristopher Pina.
“Block the Negativity, Post up Positivity,’ premiered at the Chicago Sky home game on August 15. Pre-game activities included a panel discussion on the intersection of social media, female athletes and mental health outcomes. Lily Rocha, Associate VP of Policy at NAMI Chicago, moderated the panel, which included Sheryl Swoopes, WNBA legend, Dr. Ndidi Onyejiaka (Dr. O), Chicago Sky’s Team Psychiatrist, and Cari Roccaro of the Chicago Red Stars.
This campaign represents an evolution of ‘The Net,’ a program now in its third year that was created by BarkleyOKRP in partnership with the Chicago Sky. The ‘Net’ was designed to provide a network of mental health support for women in sport, encourage others to find their community in managing mental wellness and with this year’s program, to bring ‘The Net’ to more people beyond the Chicago Sky.
“We want to expand the possibilities of how “The Net’ can support female athletes and by adding a tech component fueled by AI, we are helping players decide which social media messages they see,” explained Betsy Ross, EVP Head of Client Experience At BarkleyOKRP. “Importantly, we are also working to flood players’ feeds with positive messages. We think this initiative has great potential for women in sport across and even beyond the WNBA.”
About The Chicago Sky
The 2021 WNBA Champion Chicago Sky are a professional women’s basketball team founded in 2005 by principal owner, Michael Alter. The Chicago Sky were the first independently owned women’s professional basketball team to join the WNBA and play at the Wintrust Arena. The season runs from May-September. Call 866.SKY.WNBA or visit sky.wnba.com for more information.
About BarkleyOKRP
BarkleyOKRP is one of the largest full-service independent agencies in the U.S. As an alternative agency model, BarkleyOKRP is independent enough to make bold work that sticks with the modern consumer and big enough to build whole brands with our full spectrum of capabilities. The firm is also one of the largest Certified B Corporation agencies with industry recognition that includes four times on AdAge’s A-List, as well as being named AdAge “Small Agency of the Year – Culture,” Convergence “Fastest Growing Agencies,” and Adweek “Agency of the Year” shortlist. Learn more at barkleyokrp.com.
About Putney
Putney is a minority owned and led creative and production agency that is an independent unit of BarkleyOKRP. It is dedicated to creating culture-defining content that blurs the lines between advertising and entertainment.
About The Angel C. Reese Foundation
Angel Reese launched the Angel C. Reese Foundation in 2023 to foster equity for girls and underrepresented groups through innovative and impactful initiatives. The foundation is dedicated to providing equal opportunities for girls in sports, education, financial literacy, and other areas, aims to combat cyberbullying and overcome systemic challenges, and provide comprehensive resources that empower the next generation. Follow @AngelCReeseFoundation for future updates and visit https://www.angelcreesefoundation.org/ to learn more.