June saw Special Olympics Northern California (SONC) launch an awareness campaign called ‘Do Something Special’ that aims to show how Special Olympics brings people together and eliminates division and isolation.
The marketing burst, which seeks to both say and show that ‘Special isn’t what we are’ but it is also ‘What we do’ and addresses preconceived notions of what it’s like to live with an intellectual disability and feature real athletes reclaiming the word ‘special’ as a thing of power.
The campaign launched on 23 June and was timed to leverage the 2023 Summer Games in Santa Clara, California (the local organisation’s annual flagship event) as well as the 2023 Special Olympics World Games in Berlin.
The regional governing body teamed up with full service ad agency Barrett Hofherr, production studio Avocados & Coconuts and media agency Ways & Means for a campaign spanning TV, cinema, streaming audio, digital, OOH and social media running across Northern California. The marketing initiative included donated broadcast space with in-kind media partners Clear Channel, NBC, CBS, FOX, Volta, Audacy, iHeart, Spotify, ScreenVision, Silicon View, Mesa, OUTFRONT and Twitter.
The campaign included an anchor two-minute video, plus 30- and 15-seconds spots, plus a 30-second audio ad, a set of four social videos, and a social content series.
The work was spearheaded by a series of spots featuring SONC athletes which celebrate and showcase their commitment, determination, sportsmanship, accomplishments and their camaraderie. The footage was shot at events across Northern California and most of the film was captured by athletes themselves during the competitions.
SONC also launched ‘The Special Report’: a ground breaking online interview series with iconic, local professional athletes hosted by Special Olympics athletes and developed to generate conversation about life on and off the field.
This web series debut alongside the core campaign and the first episodes feature San Francisco 49er George Kittle from the NFL) and San Jose Earthquakes keeper JT Marcinkowski (from MLS).
The campaign also sought to drive viewers online to a content hub created to offer public participation tools and information on how to engage and volunteer in this inclusive movement – particularly it’s ‘Athlete Leadership Program’.
“Special Olympics NorCal reaches far beyond athletics. The power of our sports program has been a springboard that’s helped fuel other areas: empowering athlete leadership, enabling our role on school campuses to create unified school climates, and educating on inclusive health and mental wellness for people with intellectual disabilities,” explained David Solo, president and CEO of Special Olympics Northern California. “Our first major brand campaign helps redefine what it means to be ‘special’ within the Special Olympics movement and is designed to ignite momentum in our larger NorCal community. This campaign captures the joy and spirits of our inspiring athletes while opening the hearts and minds of our audiences to make inclusion a part of their everyday lives.”
“The word ‘special’ has become a label that too often marginalises when it’s meant to celebrate,” said Jamie Barrett, founder of Barrett Hofherr. “This campaign – and more specifically the athletes themselves – seeks to confront that misperception head on.”
The campaign was created for an SONC client team which included Head Of Marketing Jess Daugherty, Marketing Manager Dana Andrew and Communications Manager Tyler Krochmal by a group at creative agency Barrett Hofherr led by Chief Creative Officer Jamie Barrett, Executive Creative Director Todd Eisner, Art Directors Michael Simon and Daisy Serafini, Copywriter Liam Berg, Head Of Production Conor Duignan, Producer Marianne Lawlor, Account Executive Robert Woods, Account Director Megan Wakeman, Account Manager Satara Post, Head Of Strategy Amie Chan, Strategists Kiersten Hazard and Dora Beilin.
Production, post and VFX was by Avocados & Coconuts with Director Matt Palmer, Executive Producer Dalia Burde, Coordinator Gabrielle Occhipinti, Director Of Photography Drew Kass, Editor Gaby Scott and Producer Jessica Kenney. Additional Post was by Legion with Colourist Xander Schwab, while music and sound was handled by Heavy Duty.
The media team at Ways & Means included Founders Karen Halstead and Diana Bormuth and Media Director Paige Weber.
Comment
This inspiring campaign rolled out alongside other linked Spewecial Olympics marketing around the world: including sponsor’s Coca-Cola’s World Games Berlin ‘Your Support Is Real Magic’ campaign and an innovative, joint UK governing body initiative by Team GB, ParalympicsGB and Special Olympics GB called ‘This Is What A Level Playing Field Looks Like’.
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