SPECIAL OLYMPICS WORLD GAMES
The Special Olympics World Games 2015 was to be the largest sporting event hosted by the city of Los Angeles since the 1984 Olympics. After L.A. won the bid (and Davis Elen was selected as AOR), it quickly became apparent that there was little awareness that about the event or its purpose. To complicate the situation, there was zero funding for the games; all efforts, money and in-kind, needed to be donated.
CHALLENGE
Beyond building awareness for the Games, we needed to serve a higher purpose of changing people’s perceptions about those who have intellectual disabilities. Without any funding, we needed to secure $71 million to subsidize the games as well as enlist some 30,000 volunteers and draw 200,000 spectators for the week-long event. And we had to do it all with a no-cost media plan!
KEY INSIGHT
While attending a regional Special Olympics competition, we observed that whether athletes won or lost in competition, they joyfully threw up their arms in triumph. This gesture spoke volumes about their sense of pride and feelings of accomplishment. Athletic competition gave them the opportunity to develop physical fitness, demonstrate courage, and experience a joyful sense of community and acceptance.
STRATEGY
We created the “Reach Up” pose and logo to embody the athletes’ pride and prowess. Videos and marketing materials of the athletes striking the pose became our theme to inspire donations and create awareness all over Los Angeles.
SAN DIEGO
7750 El Camino Real, Suite 2F
Carlsbad, CA 92009
SEATTLE
2033 6th Ave, Suite 600
Seattle, WA 98121
ARLINGTON
4201 Wilson Blvd, Floor 3
Arlington, VA 22203
KANSAS CITY
420 Nichols Rd
Kansas City, MO 64112
SAN DIEGO
7750 El Camino Real, Suite 2F
Carlsbad, CA 92009
SEATTLE
2033 6th Ave, Suite 600
Seattle, WA 98121
ARLINGTON
4201 Wilson Blvd, Floor 3
Arlington, VA 22203
KANSAS CITY
420 Nichols Rd
Kansas City, MO 64112
