Ahead Of Tokyo 2020, financial services giant and global International Paralympic Committee (IPC) partner Citi rolled out a social media campaign to promote the tie-up and champion members of its Team Citi athlete ambassadors and change public perception of people with disabilities.
Created by agency Publicis North America, the campaign focuses on individual members of the Team Citi Paralympian endorser stable and celebrates just what makes them ‘stareworthy’.
Using the hashtag #StareAtGreatness and running primarily across Citi’s own Twitter and Instagram channels and the personal channels of its para-athlete ambassadors, the campaign launched on 22 June and is built around flipping the widely accepted ‘It’s Rude To Stare’ belief by encouraging to people to star at these incredible athletes and their abilities and performances.
It plays on the reality that these athletes have been stared at their entire lives usually for all the wrong reasons, but now it’s for the right reasons that people can’t take their eyes of them as the campaign celebrates the talent, skill and accomplishments of #TeamCiti stars and of all people with disabilities.
Led by an online video, the creative was developed with Publicis North America and production company NM Productions with social content images based on film and photography by Director/Photographer Patrik Giardino featuring Team Citi stars such as British Paralympic swimmer and paratriathlon Lauren Steadman and Indian para-badminton star Manasi Girishchandra.
It’s okay to stare when you are recognizing greatness. Citi is helping change perceptions of all people with disabilities by highlighting the stories of our #TeamCiti athletes. Share your stareworthy story with #StareAtGreatness. pic.twitter.com/Da1diQ6C7T
— Citi (@Citi) June 22, 2021
We are proud to celebrate the achievements of our #TeamCiti Para athletes and people with disabilities worldwide. Join the movement using #StareAtGreatness and help us change perceptions of people with disabilities. pic.twitter.com/QBT66TnStI
— Citi (@Citi) June 23, 2021
We are proud to celebrate the achievements of our #TeamCiti Para athletes and people with disabilities worldwide. Join the movement using #StareAtGreatness and help us change perceptions of people with disabilities. pic.twitter.com/QBT66TnStI
— Citi (@Citi) June 23, 2021
I’m joining the #StareAtGreatness movement and working with @Citi and my fellow #TeamCiti Para – athletes to help change perceptions of people with disabilities. Join me by using #StareAtGreatness and share what makes you “stareworthy”. pic.twitter.com/VZsQuGUk1L
— Manasi G. Joshi (@joshimanasi11) June 23, 2021
Through Citi’s international partnership w/ the @Paralympics & our #TeamCiti athletes, like Paul, we're helping create a more inclusive society. Be an ally to members in your community living with a disability & join the #StareAtGreatness movement as we prep for the #Paralympics. pic.twitter.com/UZF65GKIE9
— Citi (@Citi) June 29, 2021
Over the coming months, Citi will continue to share TeamCiti ambassador experiences and encourage viewers to share their own stories using #StareAtGreatness.
https://www.instagram.com/p/CQdxvYFjnFn/
The activation’s umbrella objective of the campaign is to challenge and change widely held perspectives and to encourage and incentivise people across the world to share their own experiences of disability.
The initiative was developed by a team at agency Publicis North America which included Chief Creative Officer Andy Bird, ECD Jeremy Filgate, Creative Directors Aaron Blazey and Rit Botorff, EVP/Chief Production Officer Jenny Reed, Senior Producer Kerri Kokoszka, EVP/Group Account Director Beth Marrano, SVP/Group Account Director Michelle Unverzagt and Account Director Jorge Rivadeneyra.
The production company was NM Productions with Director and Photographer Patrik Giardino and Director of Photography Mik Allen.
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Citi first began its relationship with the Paralympic movement back in 2012 when it sponsored the US Olympic Committee. Since then, Citi has expanded its support to 18 National Paralympic Committees (NPCs) across four continents as well as a global partnership with the IPC itself signed in 2018.
The 18 NPCs Citi sponsor are: Australia, Chinese Taipei, Colombia, Costa Rica, Great Britain, Hong Kong, India, Indonesia, Ireland, Malaysia, Mexico, Nigeria, Philippines, Poland, Singapore, South Africa, Thailand, and the UAE.
Citi leverages these partnerships to support each team and also to support local clients, as well as to engage fans through integrated marketing campaigns and promotions to generate excitement and national pride around the extraordinary accomplishments of the countries’ Para athletes.
“Citi and the IPC are ideal partners because we share a deep passion for helping to foster a more diverse and inclusive society,” said Citi CEO Michael Corbat when the deal was penned. “These athletes have overcome adversity to achieve the world’s most elite level of sporting excellence. Their strength, perseverance and determination is truly what makes them exceptional, and we look forward to supporting their journey to compete on the global stage.
“We are delighted that Citi joins the IPC as our third International Partner and that the company’s support extends to NPCs spanning four continents, as well as a number of Para athletes,” added IPC President Andrew Parsons at the time. “Citi has been involved in the Paralympic Movement for more than six years and we look forward to working closely with them to explore opportunities to further awareness of how our work transforms society and drives social inclusion.”
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