Be a fan™ is a fully-integrated marketing campaign designed to send a powerful message that resonates with the general public, tapping into core values and attributes that everyone can appreciate - unity, acceptance, empowerment, dignity, courage, strength, pride, confidence and fun.
The campaign will help connect people who are not already associated with the Special Olympics movement to bridge the “relevancy gap” and, ultimately, support the Special Olympics brand goals.
The “Be a fan” campaign was developed by Special Olympics International Board Director Andrew Robertson and his team at BBDO advertising. Using the powerful and compelling images of Special Olympics athletes by renowned photographer Richard Corman, the display advertising component and marketing communications materials of the campaign are not only artistic, but also show the true power of the human spirit.
In addition, we will tap our Global Ambassadors and other celebrity friends to join in our campaign, either through spokesperson, advertising, promotion or public relations opportunities.