JUMP is a spoken word poetry film that's an experimental narrative taking us through the journey of a young female talent over a year of her learning and striving for the love of the game she has adopted: Basketball.

As it's a spoken word narrative created by NBA, it fits the category.

Neglected basketball nets abound in courts across India, as do many neglected female talents - both remaining unseen.

Neglected fishing nets in the sea make up 80% of marine debris in India, devastating marine life and their natural habitat.

The NBA made an impact on sea and land, introducing “Nets for Change”.

The initiative focused on dual impact - reviving India’s seas and marine habitats, one neglected net at a time. And enabling young female talents to learn and master the game of basketball, one neglected hoop and female talent at a time.

"JUMP"

A spoken word film, encompassing a story behind chances to the unseen, and taking the leap out of one’s existential reality to one’s deserving reality.

The film shows a story of transformation through the eyes of one young underprivileged teenage girl.

The film is narrated in her words, via spoken word poetry.

It is underpinned by a moving original soundtrack titled, "Udh Le" (Go Fly), composed for this film, with poignant haunting melodies.

The film gives us a glimpse into her life, and those of other children like her, and their passion for basketball.

The film alludes to how they love it, but don’t have access to the best facilities.

But via NBA, they are getting just that.

Starting with fishing nets that are transformed into basketball nets.

And then, through inspiration and enablement via coaching.

Culminating in a visual cliffhanger of an ending, implying immense hope and excitement.

Neglected fishing nets in the sea make up 80% of marine debris in India, devastating marine life and their natural habitat.

Neglected basketball nets abound in courts across India, as do many neglected female talents - both remaining unseen.

The NBA made an impact on sea and land, introducing “Nets for Change”. The initiative focused on dual impact - reviving India’s seas and marine habitats, one neglected net at a time. And enabling young female talents to learn and master the game of basketball, one neglected hoop and female talent at a time.

The nets were installed across neglected basketball courts in India. On those courts, we organized trainings for young female talents with NBA coaches. And then, games were organized to give them a chance to get recognized for their skills. These games also educated the communities on the importance of keeping our oceans clean.

AN IMPACT IN SEAS AND ON LAND

BRAND IMPACT:

NBA grew its mental foothold in India with a +52% awareness of basketball.

The brand was able to expand its fan base and foster inclusivity and diversity within the sport with a +38% interest in basketball from young girls.

The campaign resulted in 1.9million USD in earned media value, titles from our coverage include:

"A commitment both to environmental responsibility and to growing basketball." (The Times of India)

"Improves basketball infrastructure for female talent?" (Times Now)

"Slam Dunks on Marine Pollution in India." (Forbes)

COMMUNITY IMPACT:

NBA nurtured grassroots talent and fostered skill development at the grassroots level.

1050+ nets installed.

8,300+ talents trained

EXTENDED IMPACT:

The NBA is now implementing this initiative globally, starting with the Philippines, giving more neglected nets and girl talents a new life on courts across the world.