The Special Olympics Summer Games gain no attention, are unknown or confused with the Paralympics. This means that 2,000 Special Olympians have to perform the most important games of their lives in empty stadiums: there’s no crowd, no attention, nothing.

In order to get people to the stadiums, we first needed to raise awareness and break the taboo around people with an intellectual disability. All this, with no media budget.

How do you reach and engage thousands of people when you can’t buy media space? We asked the help of Kevin De Bruyne, a star player of the Belgian national football team. He’s not just regarded as a sports hero; he’s regarded as a national hero. We created a controversial portrait: where we replaced his eyes with those of Christof Swaenepoel, a Belgian Special Olympian. We let Kevin share this portrait with his 1.7 million followers on Twitter, Facebook and Instagram, asking the following question: “Would you still be a fan if I looked like this?” After 12 hours, when all eyes were on us, Kevin reposted the portrait, claimed by the Special Olympics.

Within the first 24 hours our first post alone got 1,400 shares and more than 150,000 likes. All together, zero euros in paid media generated a stunning 4 million euros in earned media. With one post, we broke the taboo and filled the stadiums: thus finally giving these athletes the attention they deserve.

We created a controversial portrait: where we replaced the eyes of our Belgian football hero, Kevin de Bruyne with those of Christof Swaenepoel, a Belgian Special Olympian. We let Kevin share this portrait with his 1,7 million followers on Twitter, Facebook and Instagram asking the following question: “Would you still be a fan if I looked like this?” During 12hrs everybody wondered why Kevin had posted this peculiar portrait. Once all eyes were on us, Kevin reposted the portrait, claimed by the Special Olympics. That’s how we succeeded in getting massive media attention twice in only 24h without any media budget.

One post, with one thought-provoking portrait and a controversial question, managed to start a dialogue between thousands of people. Within the first 24 hours our first post alone got 1.400 shares and more than 150.000 likes, exceeding our expectations. It left no one untouched. All Belgian news channels covered Kevin’s remarkable social media move. National radio & TV and every big national newspaper published our portrait, both on- and offline. All together, zero euros in paid media generated a stunning 4 million euros in earned media. We raised awareness and broke the taboo. But most importantly, our actions led to a sold out opening and closing ceremony and around 5.000 supporters in our stadiums, every day. We gave the athletes the attention they deserve.