WILLIAMSPORT, Pa. (March 11, 2008) – A Little League public service announcement (PSA), to be seen on the ESPN family of networks this spring and summer, deals with parents and sportsmanship.

In this still photo from the PSA, the batter, played by Johnny Maio of Tampa, Fla., waits in the box for the pitch, but steps out for a few words with his dad.

“Little League has always been looked upon to provide leadership in youth sports, and we are taking this subject head on as well,” Stephen D. Keener, President and Chief Executive Officer of Little League Baseball and Softball. “The vast majority of the millions of Little League parents who sign their children up each year never cause any problems. But we do see a few who overreact and take the game too seriously, and they, unfortunately, are the ones everyone remembers.”

The 15-second PSA opens with a batter at the plate during a game. An adult voice weakly cheers the player on, and the player turns toward the stands to berate his father for not cheering loudly enough.

“Come on dad, is that the best you can do?” the Little Leaguer, played by Johnny Maio, 12, of Tampa, Fla., screams toward the stands. “That’s pathetic. I don’t even know why you bother showing up. Why can’t you be more like Jimmy’s dad? All the other parents are going to laugh at you. You make me sick.”

In the midst of the tirade, a title appears on the screen: “Now you know how it feels. Just let them play.”

The PSA, along with several other videos produced by or for Little League, can be found at: http://www.youtube.com/user/DugoutTheMascot. The PSA was posted on Friday, March 7. As of 1 p.m. today, more than 10,000 people had viewed the PSA.

DCODE, of New York City, created the PSA campaign for Little League International and ESPN. The Creative Director was Jonathan Paley, and the Director was Evan Bernard. Representing ESPN on the project were Ryan Campbell (Producer) and Pooja Kobawala (Marketing).

The four PSAs for 2008 were filmed at Cross Bayou Little League, in Seminole, Fla.