Special Olympics Promo, Case study ENCOURAGEMENT by J. Walter Thompson London

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Industry Public awareness
Media Promo & PR, Case study
Market United Kingdom
Agency J. Walter Thompson London
Director Johnny Green
Executive Creative Director Russell Ramsey
Released October 2010

Credits & Description

Category: Best Use of Online Advertising
Date of First Appearance: Oct 29 2010
Entry URL: http://www.encourageomar.co.uk
Executive Creative Director: Russell Ramsey (JWT)
Copywriter/Art Director: Darren Keff (JWT)
Copywriter/Art Director: Phillip Meyler (JWT)
Agency Producer: Jack Bayley (JWT)
Account Director: Brooke Curtis (JWT)
Planner: Shekhar Deshpande (JWT)
Director: Johnny Green
Creative Technologist: Nik Finan (JWT)
Creative Technologist: Ben Garraud (JWT)
Media placement: Interactive Film - Www.encourageomar.co.uk - 29/10/2010

Insights, Strategy & the Idea
The brief from Special Olympics was to increase awareness amongst mums. Most hadn’t heard of the charity, so we needed to define what the charity is and what it does – providing sports opportunities for people with learning disabilities.

To increase awareness amongst mums, 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 Special Olympics. All mums offer encouragement to their children. And that’s exactly what Special Olympics does – the charity encourages people with learning disabilities, to help them achieve more than they would have done without the charity’s support.

Creative Execution
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. Our idea was to create a piece of interactive content whereby mums needed to actively encourage the athlete in our film. They would see the effect of their encouragement on the athlete, helping them understand the power of Special Olympics’ encouragement.

Creating a piece of content that actually got our audience encouraging an athlete was an innovative way of engaging our audience and bringing to life what Special Olympics does for its members.

Results and Effectiveness
The campaign has generated fantastic awareness and PR for Special Olympics. By engaging mums with our interactive content on Net Mums, we achieved over 1 million page impressions. We achieved coverage for the charity on programmes such as The Wright Stuff on Channel Five and in publications such as Sports Sister, Beyond Sport World and Sports Pro Media. It was at number six in Creativity’s top ten within two weeks, was website of the day on www.designlicks.com and total tweets about the campaign reached 109,266.