“Special” is an outdated way to refer to someone with an intellectual disability. But it’s the perfect way to describe Special Olympics. 

So we redefined “special.” Re-energized and celebrated it. Made it our own again.

We also let the athletes speak for themselves and tell their own stories. This multichannel campaign took the form of video, OOH, social and an ongoing web series called “The Special Report”, where Special Olympians interview iconic athletes and celebrities. Guests so far have included George Kittle, Buster Posey, Kristi Yamaguchi and many more.

The campaign won an Effie, multiple Addys, and the Mosaic Award for inclusion. Check out DoSomethingSpecial.org to see how you can help.