The Revolution is Inclusion
By Y& R New York, New York, USA
For Special Olympics
Highly Commended in category Advertising
In subcategory Outdoor
Project Description
Rebrand and re-introduce Special Olympics to help move them from a charity to a civil rights organization that not only advocates out in the world, but takes action.
Instead of asking brands to be inclusive of people with intellectual disabilities, we gave them no choice by creating a way for them to do it easily that also raises money. And our own print and OOH contributed to the representation of people with disabilities.
Instead of asking brands to be inclusive of people with intellectual disabilities, we gave them no choice by creating a way for them to do it easily that also raises money. And our own print and OOH contributed to the representation of people with disabilities.
Agency Solution
We created the first Images for Inclusion, a digital resource of high-fashion, high-resolution photography featuring athletes with intellectual disabilities wearing clothing and equipment from every major sportswear brand. Images that any brand is able to license and easily add to their current sportswear campaign out in the world.
A percentage of every licensing fee helps fund inclusion programs in healthcare, education, and community leadership around the world.
In addition to the digital image resource, we sent tailored direct mail invitations, print and OOH for the CEOs and CMOs of the top six global sportswear brands. And encouraged them to start using InclusionImageBank.org immediately in their campaigns.
A percentage of every licensing fee helps fund inclusion programs in healthcare, education, and community leadership around the world.
In addition to the digital image resource, we sent tailored direct mail invitations, print and OOH for the CEOs and CMOs of the top six global sportswear brands. And encouraged them to start using InclusionImageBank.org immediately in their campaigns.