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News - Details

Project Play 2020 Launches Don't Retire, Kid Campaign

"If 62% of Kids Have Given Up on Sports, What Are We Doing Wrong?"

Those are the provocative words as a fictional 9-year-old child "retires" from sports. It's a wake-up call to the fact that fewer kids are playing on teams than a decade ago.

To keep more kids in the game, the Aspen Institute has launched a public awareness campaign with industry leaders called Don't Retire, KidIt debuted with the above PSA Sunday on ESPN and received strong, positive feedback on social media. The campaign is also backed by the Ralph C. Wilson, Jr. Foundation, U.S. Tennis Association and other members of Project Play 2020, a group of 20 leading organizations in sports, media, health, technology and retail who have come together to grow national sport participation rates.

The campaign encourages the public to visit, where parents can find a host of parent resources to help navigate the often confusing and frustrating world of youth sports. Parents are the game-changers in youth sports. To keep kids playing longer, we need to help parents ask the right questions of themselves, their child, and their local sport providers. Learn more about the campaign below.

Thanks to The Aspen Institution for putting this article together.