The Dallas Cowboys, United Way of Tarrant County and United Way of Metropolitan Dallas Launch Character Education Program in Schools

Dallas, TX (October 31, 2016) – The Dallas Cowboys, United Way of Tarrant County and United Way of Metropolitan Dallas have announced the local launch of Character PlaybookTM, a new education initiative focused on youth character development and building healthy relationships. The interactive digital program will be implemented directly in schools throughout the North Texas region. This initiative was launched nationally during the 2016 NFL Draft and is powered by education technology leader EverFi, which works with more than 20,000 K-12 schools.

Character Playbook uses evidence-based strategies to educate students on how to cultivate and maintain healthy relationships during their critical middle school years. The course is comprised of six interactive, digital modules that cover key concepts of positive character development, social-emotional learning, and building healthy relationships. Designed for 7th – 9th graders, the learning experience enables students to engage with true-to-life scenarios that include bystander intervention strategies and positive relationship examples.

The local launch of Character Playbook is being coordinated in conjunction with the 18th Annual NFL United Way Hometown Huddle – a league-wide day of community service wherein NFL clubs partner with their local United Way agencies to promote youth health and wellness in their communities. As part of this year’s Hometown Huddle, the Gene and Jerry Jones Family Foundation will present both Arlington ISD and Frisco ISD with grants of $2,500 each to fund character education programming in their districts.

“The Dallas Cowboys are pleased to partner with the United Way and EverFi on the Character Playbook initiative,” said Charlotte Jones Anderson, Executive Vice President and Chief Brand Officer. “A student’s emotional and mental well-being is just as important as his or her physical health. Character is a learned behavior and if we can teach positive decision-making and prepare students for the many life lessons they will face both in and out of school, we know we can make a difference.”

“We are proud to continue to partner with the Dallas Cowboys on achieving the goal to improve health across our region, “ said Jennifer Sampson, McDermott-Templeton president and chief executive officer at United Way of Metropolitan Dallas. “Encouraging the development of healthy habits at a young age, including support for mental and emotional well-being, is critical to building a strong community.”

”We’re proud to introduce the NFL & United Way Character Playbook program into Tarrant County schools and organizations,” said Tim McKinney, president and chief executive officer of United Way of Tarrant County. “This is another example of how United Way’s partnership with the NFL and the Dallas Cowboys helps our students and community.”

“We often assume young people will simply find their way to positive character and healthy relationships, but it is a skill that can be taught and nurtured,” said EverFi Chief Operating Officer Tammy Wincup. “We’re proud to be working with the United Way and the Cowboys to bring Character Playbook to students across North Texas.”

Two launch events will take place on Monday, October 31. The first will be held at Staley Middle School in Frisco and will feature Cowboys players Brandon Carr, Tyrone Crawford, Byron Jones and Alfred Morris. Workman Junior High School in Arlington will host the second event. Scheduled to attend are Anthony Brown, Maliek Collins, Clay DeBord, Ezekiel Elliott, Kavon Frazier, Rico Gathers, Darius Jackson, Andy Jones, Dak Prescott, and Jaylon Smith. Executives from all sponsoring organizations and local officials are expected to be present.

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About The Dallas Cowboys
In the area of community service, the mission of the Gene and Jerry Jones Family Foundation is built upon an overall philosophy of helping those who don’t have the strength, the resources or the means to help themselves. As a sports entity that has enjoyed unprecedented success and recognition for more than four decades, the Dallas Cowboys feel a very strong obligation to transfer that championship tradition and the magic that it creates toward the bigger purpose of making a difference in the community. More information about the Dallas Cowboys community outreach is available at

About United Way of Tarrant County
United Way of Tarrant County is a fundraiser, grant maker and catalyst for change – a convener — working to improve the lives of everyone, in all communities throughout Tarrant County. We are fighting to advance the education, financial stability and health of every person in every community throughout Tarrant County. Through milestones called Bold Goals, United Way is committed to making a measurable impact by the year 2020 by giving kids the tools to succeed in school and graduate on time; helping low-income working families on the path to financial stability; and improving the lives of adults with ongoing health concerns such as Alzheimer’s disease and diabetes. United Way gets results by creating innovative partnerships of people and organizations that have the passion, expertise and resources to produce lasting change. To learn more, please visit at

 About United Way of Metropolitan Dallas
United Way of Metropolitan Dallas brings people together to improve lives and create lasting change here in North Texas by focusing on education, income, and health – the building blocks for strong families and thriving communities. We galvanize and connect all sectors of society – individuals, businesses, non-profits, and government – to create long-term change through investing in solutions that produce healthy, well-educated and financially stable individuals and families. We raise, invest and leverage over $50M annually in community-focused solutions serving Dallas, Collin, Rockwall and southern Denton counties. We do more than help one person beat the odds – we are changing the odds for entire communities. To learn more, please visit

About EverFi, Inc.
EverFi, Inc. is the education technology innovator that empowers K-12, higher education, and adult learners with the skills needed to be successful in life. Its comprehensive critical skills platform is focused on Financial Education, Digital Citizenship, STEM Career Readiness, Diversity and Inclusion, Entrepreneurship, Character Education, and Health and Wellness. The EverFi Education Network is powered by more than 3,300 partner organizations across all 50 states and Canada and annually reaches 6 million learners. Learn more at

Media Contact:                                            
Brian Cooley, EverFi, (202) 625 0011 x352,
Emily Robbins, Dallas Cowboys, (972) 497-4359,
Whitney Faulkner, Dallas Cowboys, (214) 682-8200,