As the official mobility sponsor of both the Olympics and Paralympics, Toyota was on a mission to bring equality to the Games. So in order to elevate the Paralympics, we had to first address the stigma around Paralympic athletes. The truth is, these athletes overcome incredible odds just to compete. They face challenges most able-bodied people can’t even begin to imagine. @SeeLikeMenna is the first ever Instagram experience that lets you see the world through the eyes of visually impaired skier and Paralympic gold medalist, Menna Fitzpatrick. For a 100% visual platform, we created content that accurately reflected Menna’s 3% vision in order to give people a deeper understanding of the magnitude of her achievements. And we did so on mobile, because in 2018, there has been a 50% rise in mobile viewership of the Olympic and Paralypmic Games.

Toyota partnered with visually impaired skier Menna Fitzpatrick to create @SeeLikeMenna—the first ever Instagram experience that lets you see the world through Menna's eyes as she trains for the Paralympics. Content that reflected her vision was developed with input from Menna and a team of ophthalmologists at the Royal National Institute for the Blind. It was absolutely critical that the content accurately reflect Menna’s 3% vision so all of the content created was true to her view of the world. On mobile, we created a community around Menna's tens of thousands of followers who interacted with the visually arresting content we created. For the first time ever, people could experience what it’s like to be a visually impaired Paralympian on the quest for gold.

We want to reach the next generation of Olympic and Paralympic movement enthusiasts. People who are not only inspired by the passion of the Games but the stories of individual struggle. An audience that craves meaningful, authentic content from inspirational influencers on a platform built for storytelling.As a 100% visual platform, Instagram was the perfect place to tell a story about our visually impaired skier. We could tell our story in a way that was disruptive to the typical user experience, but creating an account from Menna's POV made the content feel native to the platform. Tens of thousands of users followed along on Menna's journey, making her one of the most influential athletes of the 2018 Paralympic Games.

We created the @SeeLikeMenna Instagram account along with a teaser video to help build a community around Menna. During the Olympics, a series of first-person POV videos were posted each day along with stills that let people experience what it’s like to be a Paralympian with only 3% vision. With Toyota behind Menna, we were able to create an influencer who showed people what it’s like to quest for gold as a visually impaired athlete, while tens of thousands of people followed along on her journey. @SeeLikeMenna was distributed across global social media platforms across 26 countries during the Paralympic Games, reaching a large scale global audience. The teaser video for the account was translated into 20+ languages and was published on YouTube and Facebook, and directly linked to the @SeeLikeMenna Instagram account, encouraging exploration and engagement with Menna's experience.

@SeeLikeMenna helped change the way that people see Paralympians— giving people a unique window into what it takes to compete at the Paralympics, while underscoring Toyota’s commitment to mobility for all. The campaign created an entirely new community of followers.

@SeeLikeMenna comprised of tens of thousands of individuals. We also sparked a global conversation around the games. And ultimately, Toyota’s mission helped make the 2018 Paralympics the most watched games in history.

Teaser views: 41 Million

Likes and Comments: 250K

Media Impressions: 1 billion

International Articles: nearly 1,200 feature press placements at top tier publications around the world