Heads-Up Football is a campaign recently implemented by USA Football in partnership with the National Football League to promote concussion awareness in youth football organizations. Beginning in August, of 2012 the program started installing processes for youth football leaders to improve the safety of the game. The campaign was born in response to intense public criticism and angst over concussion related injuries. This paper identifies the strategic planning and steps being taken by USA Football and the NFL in response to the public’s growing awareness of concussions. Examined in the paper will be the organizational goals and strategic reasoning for this campaign being put into effect. Financial implications, media publicity, and public opinions of this campaign strategy are some of the other aspects this paper will address.