Positive Coaching Alliance

Encouraging Positivity in Parents

A reminder to keep it classy on the sidelines.

Morsekode collaborated with Positive Coaching Alliance (PCA) on a series of Public Service Announcements that encourage parents and coaches to keep it classy on the sidelines.

Services Provided

  • Campaign Development
  • Creative Ideation
  • Video Production


Positive Coaching Alliance exists to help young athletes become better people through a positive sporting experience. The problem is that some parents can suck the positivity out of sports before kids even hit the field.


Morsekode uncovered an insight that most kids only want to hear one thing from their parents while playing sports. It's not how to hit the ball harder, run faster or play better defense. It’s simply, “I love watching you play.”


Armed with this insight and a handful of generous media partners, we created a pro bono series of TV spots to raise awareness of PCA throughout Minnesota. A series of three humorous scenarios highlight the ridiculousness of some parent-child sporting engagements. The end result is a reminder that adults should act like... well... adults while they're supporting their young athletes.

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