To increase awareness amongst parents (and wider sponsors), we needed to define what Special Olympics does in a way that would be relevant to their lives, and their relationship with their own children.
We developed the idea of Encouragement for the Special Olympics. We didn’t just want to communicate the Encouragement message. To really help people understand what Special Olympics does, we wanted people to feel the effect of encouragement themselves. Along with the campaign site, we also partnered with the Mumsnet Portal, to launch the year's campaign video and additional editorial. The campaign became a Cannes Lion winner in 2010.