The brief from Special Olympics was to increase awareness amongst mums, communicating that the charity provides sports for people with learning disabilities.

We needed to define the charity in a way that was relevant to mums’ lives, and their relationship with their own children. We developed the idea of Encouragement. All mums offer encouragement to their children. And that’s exactly what Special Olympics does for its athletes.Our film powerfully demonstrates the effect of a crowd’s encouragement on one of Special Olympics’ athletes, helping them understand the power of Special Olympics’ encouragement.

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.

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.