WOULD YOU STILL BE A FAN IF DE BRUYNE LOOKED LIKE THIS?
If you’re a top athlete, you get a lot of attention. You focus, you train hard and you push yourself to conquer you opponents and yourself. We’ve all witnessed how athletes push their limits when supported by a large audience.
For the Special Olympics this attention is minimal. Although 2.000 athletes from more than 58 countries compete, they get no media buzz, no attention, and no cheering crowd. Nothing.
THE IMPACT OF ONE SINGLE FACEBOOK POST
To break this taboo and give the Special Olympics athletes the attention they deserve, we created three thought-provoking portraits were we brought the eyes of a Special Olympian into the face of a famous Belgian sports figure: Kevin De Bruyne, Kim Gevaert and Jean-Michel Saive.
On August 12, Kevin De Bruyne posted this portrait on Facebook and Twitter, asking his fans just this one question:
‘Would you still be a fan if I looked like this?’
A confronting question and image. Right in the face.
BREAK THE TABOO
As soon as the picture went online a nationwide discussion took off on social media and online newspapers. 24 hours, 42.000 likes and 3.500 comments later, Kevin posted a second image revealing it as part of our campaign.
In 24 hours we opened up the conversation, broke the taboo and gave these athletes the attention they deserve. For days on an end, the Special Olympics became a much talked about event. And in September, the athletes got what they deserved: stadia full of people cheering them on.
THERE WAS ONLY ONE THING MISSING
Full stadia were the ultimate goal. But we wanted to do one more thing: give these athletes nationwide recognition. Once again with the help of Kevin De Bruyne social media we reached our goal: for the first time in Belgian history the Special Olympians were honored at the Belgian Sports Gala.