The Special Olympics World Games aimed to create grassroots change for children and adults with intellectual disabilities (People of Determination).
From 7,500 athletes to 20,000 volunteers and 500,000 spectators, there were an overwhelming number of people passionately involved.
Seven took a three-tiered approach to put inspiring individuals in the spotlight while offering a broader perspective.
We told personal stories, putting people at the heart of everything we did; we looked at shared narratives that brought people and places together; and finally, we got people talking about the bigger picture – the need to promote social inclusion and the hope for a unified future.
A Nielsen study examining perceptions of people with intellectual disabilities across the MENA region revealed real change as a result of the Games:
Over half of respondents in the UAE felt there has been a significant improvement in the attitude/perception towards people with intellectual disabilities
That proportion increased to around 70% among people who had some kind of engagement with the Games
The campaign highlights included:
A live one-hour show on CNN on opening day
An eight-page female-led feature and shoot in Harper’s Bazaar
A Games-dedicated weekly show on Abu Dhabi TV
Over 2,000 international, regional and local media accredited on site