Let her play.

The Kansas City Chiefs had spent years building girls flag football from the ground up, sponsoring youth leagues across the region. But for most of those players, the game ended at the high school door. Only 17 states had sanctioned girls flag football as a high school sport, and Kansas wasn’t one of them. With a KSHSAA vote on the calendar, the Chiefs needed to turn quiet support into a statewide movement, fast.

We took Kansas City’s most recognizable symbol and made it incomplete. “Let Her Play” raised Chiefs flags across Kansas with a piece cut out: the piece that belongs to girls’ flag football. The missing piece became the message, a visual case for what the state was leaving out. A grassroots petition gave fans a way to fill the gap. A sanctioning support guide armed decision-makers with the momentum behind the sport, including a 163% jump in Kansas high school programs in a single year. And earned media carried the cause into living rooms statewide ahead of the vote.