The National Lacrosse League (@NLL), the world’s largest and most successful professional lacrosse league, won a 2023 Cynopsis Sports Media Award in the category of “Awareness Campaign For Social Good For A League.” For the past two seasons, the league has promoted Every Child Matters.
“Every Child Matters is at the core of our social responsibility platform and continues to grow as we work with our Indigenous athletes and communities to expand our connective efforts, said Brett Frood, Commission of the league. Every Child Matters is a league-wide initiative that brings awareness to the forcible placement of Indigenous children in residential and boarding schools by the Canadian and United States governments from the 19th century to as late as 1996 in Canada. In the campaign’s second year, all 15 teams participated in the program.
Unless is proud to be a part of this meaningful and impactful campaign. Lacrosse is a gift from the Indigenous community, and this effort is the perfect way for the NLL to acknowledge its roots and use its platform for good.