This film tells the story of two twins and how the bond between them grows stronger as they grow up. The boys go from newborn babies, growing toddlers, and cereal-spilling little kids to weight-lifting teens and finally, young men training for track events. The faces on these boys throughout the clip are hidden and ambiguous until both are poised to start their races, when it's revealed that one brother has Down syndrome.

Our social media campaign was centered around National Sibling Day, April 10, and the following week (ending April 17th).

To maximize buzz and keep the conversation alive, we reached out to media outlets the same day. Over the course of National Sibling Day, and the week following, we were picked up by a steady stream of major publications. But for the first time, Special Olympics was receiving press calls to publish the spot. Press outlets were organically looking to share the spot that had captured the hearts and emotions of our Facebook audience.

Born Apart has been the highest-performing piece of content in the history of Special Olympics, we chose national siblings day for the launch and got over 1 million views in Facebook on day one.

As it stands now, the video has been viewed more than 10 million times and reached over 26.5 million people. It has been shared on Facebook over 112,000 times and has an incredible 673,000+ engagements.

Special Olympics Facebook fanpage added 100,000 new fans with this video, compared to the 3,100 fans they won during the entire world winter games.

12 millions views on the first two weeks.

60 MM PR Impressions.

Many of the nearly 2,000 posts said this inspired them to volunteer for Special Olympics and people who felt identified were also sharing photos of their children, many of them were tweens with ID.