Still in the Game

South Central Roots

On any given afternoon, you’ll find the kids of South Central Los Angeles, running drills on cracked concrete, shooting hoops on courts without nets, kicking soccer balls across grass fields. No fancy gear. No coaches. Just the pure, unfiltered joy of playing sports. 

The Price of Play

For many kids, taking their sport to the next level means joining a more competitive league, getting real coaching, and continuing to develop their skills. But, registration fees, uniforms, equipment, and travel costs have quietly turned youth sports into a pay-to-play system that leaves low-income families behind. 

Research shows that over 75% of U.S. adolescents aren’t meeting basic physical activity recommendations, and early dropout from sports is a driving factor. As one expert from the Aspen Institute put it, youth sports have become increasingly privatized, with families expected to foot the bill for every layer of participation. For families in South Central already stretched thin, that bill is simply out of reach and is not a necessity compared to other finances. 

Design as a Megaphone

This is exactly why Canva and Affinity are using the power of design to amplify stories that deserve to be heard. Visual storytelling has the ability to move people to pay attention. And right now, we need people paying attention to the kids in South Central who deserve to stay in the game.

These kids are one registration fee away from being pushed out of a sport they love.

This campaign, “Still in the Game”, is to create a compelling feeling behind a systemic problem that often gets buried in statistics. 

What Happens When They Stay In

Research shows that 73% of adults who are physically active today played sports as children, meaning the habits, discipline, and love of movement that start early will last a lifetime. Beyond the physical benefits, staying in sports means staying connected to mentors, teammates, and a structure that supports growth all around. It means a real shot at a college scholarship. An opportunity to be “the first”. It means belonging to something bigger than yourself. 

Keep Them in the Game

The kids in South Central aren’t asking for much. They just want to play. Share this campaign, share their story, and help us make sure the price tag is never the reason a kid hangs up their cleats or shoes for good.