Special Olympics is a unique and purposeful sporting event which people tend to confuse with the Paralympic Games and other sports events, because they don’t see a clear differentiation factor. This leads to a poor understanding of the Special Olympics' purpose and relevance to society.
Because of this, we decided to create a campaign with the objective of showing people that the importance of the Special Olympics relies on the fact that it promotes social inclusion, through sport, for people with intellectual disabilities. All this in order to make the world a more inclusive and cheerful place, letting everyone know, that each one of us has a place, no matter our particular condition.
Our social media campaign was centered around National Sibling Day, April 10th, and the following week (ending April 17th).
To maximize buzz and keep the conversation alive, we reached out to media outlets the same day. Over the course of National Sibling Day, and the week following, we were picked up by a steady stream of major publications. But for the first time, Special Olympics was receiving press calls to publish the spot. Press outlets were organically looking to share the spot that had captured the hearts and emotions of our Facebook audience.