Special Olympics Summer Games: Would you still be a fan if I looked like this?

This case study describes how the Special Olympics, which hosts competitors with intellectual disabilities, increased name recognition and understanding of the event by using the status of national sporting heroes.

Special Olympics Summer Games: Would you still be a fan if I looked like this?

Campaign details

Agency: LDV UnitedClient: Special Olympics BelgiumCategory: Cause, Charity/Non-profit Marketing or SocialCountry: Belgium

Background

In 2014 the Special Olympics Summer Games took place in Antwerp for the very first time. But in comparison with other global sport events like the Olympics and the FIFA World Cup, the Special Olympics Summer Games gained just a fraction of attention and TV coverage.

Moreover, although one in ten Belgians had someone with an intellectual disability in his or her social...

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