Michigan State University Athletics
Big Ten Conference Unveils New Public Service Announcements
8/27/2008 12:00:00 AM | Football
Aug. 27, 2008
Michigan State "I Will" PSA Video
PARK RIDGE, Ill.-- On Aug. 30, the Big Ten Conference will debut a new series of television public service announcements (PSA) themed Big Life. Big Stage. Big Ten. The PSAs feature prominent alumni and current and former Big Ten student-athletes, including Michigan State's Brian Hoyer, Justin Kershaw, Jesse Miller, Javon Ringer and Otis Wiley. The PSAs will appear during Big Ten athletic events throughout the academic year on ABC, CBS, ESPN and the Big Ten Network.
"We are excited to unveil our newest public service effort, Big Life. Big Stage. Big Ten.," said Big Ten Commissioner Jim Delany. "The theme speaks to the breadth, visibility and impact of the Big Ten across all aspects of life and sport."
The PSAs incorporate prominent alumni and current Big Ten student-athletes to underscore the balance of the conference's future orientation, along with its strong 100-plus year history and tradition of competitive intercollegiate athletic programs.
The first series of three PSAs, entitled Find Your Voice, issues a "call to action" that encourages all members of the Big Ten community to find their voice no matter their chosen path. The PSAs illustrate that Big Ten alumni make a big impact on life's biggest stages.
The PSAs feature one prominent alum from each institution who is recognized for notable accomplishments in his or her field and is considered inspirational to many generations. The combination of alumni in each spot highlights the extensiveness of Big Ten alumni accomplishments across a wide range of industries.
Representing Michigan State University in the compelling PSA is Basketball Hall of Famer Earvin "Magic" Johnson. Johnson, a two-year letterwinner and the Most Outstanding Player of the 1979 NCAA Championship, led the Spartans to the national title that year and sent Johnson on to an illustrious career in the National Basketball Association (NBA). Johnson's career achievements include five NBA championships, three Most Valuable Player Awards, and three Finals Most Valuable Player Awards. He also played in nine NBA Finals series and 12 All-Star games. Johnson was also a member of the "Dream Team" U.S. basketball team that won the Olympic gold medal in 1992. Johnson was honored as one of the 50 Greatest Players in NBA History in 1996, and enshrined in the Basketball Hall of Fame in 2002. In addition to his accomplishments on the court, Johnson has made philanthropy for and awareness of the HIV/AIDS epidemic his passion.
The second series of PSAs under the Big Life. Big Stage. Big Ten. theme is titled I Will. The national PSA features children from all over the country, united by their aspirations to possess the attributes of Big Ten alumni who are current NFL stars, as well as their desire to play on the "Big Stage" of Big Ten football.
The I Will PSAs have also been customized for each institution. The I Will PSA for Michigan State shows current standouts - Hoyer, Kershaw, Miller, Ringer and Wiley -- in authentic settings noting their desires to possess the positive attributes of the NFL stars that have preceded them. The quintet of preceding NFL stars includes Plaxico Burress, Bubba Smith, Lorenzo White, Flozell Adams and Julian Peterson. The Michigan State PSA will air on the Big Ten Network.
The final and most extensive series of PSAs is entitled Faces of the Big Ten. Approximately 150 original spots featuring current student-athletes from various sports and representing all 11 institutions will air only on the Big Ten Network. The series of PSAs offers insight into the lives and personalities of Big Ten student-athletes as they share their unique stories in a style that is personal. The first 11 of the installation will begin airing by Sept. 6, with the balance phased in throughout the academic year.
The Big Life. Big Stage. Big Ten. initiative will also include men's and women's basketball PSAs which will air later this fall.
The Big Life. Big Stage. Big Ten. PSAs were produced by Chicago-based TeamWorks Media, a sports and entertainment content company. This marks the seventh consecutive year that TeamWorks Media has created PSAs in partnership with the Big Ten Conference.
