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This football season marks the 40th anniversary of the partnership between the National Football League (NFL) and United Way. It is the longest running partnership in history between a major sports league and a nonprofit organization. Former NFL spokesmen, Roger Staubach of the Dallas Cowboys and Franco Harris of the Pittsburgh Steelers are co-leading efforts to celebrate the milestone. Both produced public service ads (PSA) for United Way in the first year of the campaign.

To engage NFL fans in the celebration, a nationwide vote powered by USA TODAY Ad Meter will identify the public's favorite NFL-United Way PSA from the last 40 years. Fans will be encouraged to visit nflunitedway40.usatodaysports.com to vote. The promotion will reveal approximately 10 ads a week for four weeks. Voting begins with the annual NFL-United Way Hometown Huddle on October 22 and culminates on November 19. Each ad will be rated on a scale of 1 to 10 with new groups of ads added each week. The winning ad will be announced during NFL Homecoming on December 15. Since 1999, NFL teams across the country have partnered with United Way to make a difference in local communities through NFL PLAY 60 Hometown Huddle. Through this program, NFL players, coaches and leadership gather on the same day each year in different cities to participate in a variety of youth fitness projects—building fitness zones, hosting youth football clinics, rebuilding neighborhood playgrounds, upgrading fitness facilities, and participating in hands-on community service projects across the country. In order to ensure the youngest generation can grow to be successful, contributing members of society, they must have the basic skills and knowledge to keep physically fit. UWAC is proud to promote NFL PLAY 60 to ensure more children in Adams County are active, happy and healthy.”[ The United Way and NFL partnership connects NFL PLAY 60 with United Way’s goal of increasing healthy behaviors in 1.9 million young people by 2018. Designed to tackle childhood obesity, NFL PLAY 60 brings together the NFL’s long-standing commitment to health and fitness with partner organizations like United Way. PLAY 60 is also implemented locally, as part of the NFL's in-school, after-school and team-based programs.]
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