Union Bank and San Diego Chargers | Game Changers Program

Ronstadt & Associates Helps Union Bank and San Diego Chargers Tackle Child Abuse and Neglect in San Diego

PRSA SILVER BERNAYS AWARD WINNER, Community Relations - Business



For several years, Union Bank, in conjunction with the San Diego Chargers, served the local San Diego community through a program called Game Changers, which raises awareness as well as funds for a local non-profit. The program features the Game Changers mobile, a branded cart that drives through the Qualcomm stadium parking lot on game collecting donations of loose change and bills.

For its third year, Union Bank and the Chargers teamed up to support Casa de Amparo, one of the leading centers for the prevention of child abuse and neglect in San Diego County. The organization serves 1,000 kids and young adults, as well as nearly 1,000 families.

Union Bank enlisted Ronstadt & Associates to help promote the program and leverage the agency’s strong local media ties to help raise awareness for Casa de Amparo, as well as the problem of child abuse and neglect in San Diego County.

CHALLENGES: We faced several challenges:

  1. The media frenzy about the Chargers’ possible move to a new stadium reached a fevered pitch.
  2. The program was in its third year.


Before the initial home game, the PR team kicked off a major media relations program announcing Casa de Amparo as the non-profit partner. Members of the press were invited to interview Casa de Amparo and Union Bank spokespeople. To secure immediate TV coverage, KUSI-TV was offered the exclusive to share the story.

Prior to each home game, we hit the phones to pitch live remotes and interviews from the stadium’s parking lot.

We ended the season with a press conference and check presentation at Chargers Park.

EVALUATION: In the 2015/2016 season, awareness of Game Changers increased and our audience grew:

  • Donations increased 28 percent from the 2014 to the 2015 season.

Media coverage results were also impressive:

  • 43 stories with estimated impressions generated by PR totaling more than 12 million
  • TV coverage included segments on KFMB (CBS), KUSI, KNSD (NBC) and KCOT-TV
  • Key print coverage included San Diego Union Tribune, Ranch & Coast, SportsDomination.com
  • Social media results for Union Bank also increased

The PR program was a win-win for Union Bank, the Chargers, and our very deserving non-profit partner.