Special Olympics - Dare to sponsor

SITUATION

Every sports hero deserves to have a sponsor to support their great achievements. And although companies are paying thousands of euros to sponsor worlds’ biggest sports stars, they are reluctant to show their support for athletes with a mental disability. Special Olympics Belgium strongly believes in the benefits of sports for special athletes. Therefore, we teamed up to counter this trend.

SOLUTION

In order to do so, we challenged some of the biggest brands to have a critical look at the way they sponsor today. We dared them in both an on- and offline challenge to replace the iconic heroes in their campaigns by a special athlete. Within a couple of days, Gilette, RedBull, Coca-Cola, BNP Paribas Fortis, Telenet Play Sports, Mylène Studio Harcour-Paris and Aquarius accepted the challenge. By doing so, multiple campaigns have were launched with a special athlete or model, showing that they too deserve a good sponsor.