BEIJING – The Special Olympics is a global movement that began in 1968. Now in nearly 170 countries around the world, the organization works towards transforming lives through the joy of sport, helping countries promote sports activities for people with intellectual disabilities and, in the process, promoting equality and respect for all. In China, Special Olympics serves more than 1.2 million athletes. However, societal awareness remains low, and unequal treatment for those with intellectual disabilities continues to persist. In order to help shift the status quo, Ogilvy & Mather China (O&M China), in partnership with Special Olympics, launched an innovative campaign using poignant videos and social media to instill the spirit of Special Olympics across the country, working to instill understanding, acceptance and respect for people with intellectual disabilities. The core message is that, though the community at large may still view people with intellectual disabilities as different, they have the same goals for life, and the same dreams of brilliance.
According to Scott Kronick, Ogilvy PR President and CEO in Asia Pacific, “It has been an honor for me to serve as a member of the China Advisory Board for Special Olympics. The Special Olympics athletes all have a brilliant story to tell. Raising awareness for the Special Olympics movement around these brilliant athletes is a core objective of the campaign. They have so many wonderful stories to tell. What we worked to do at O&M is use our creative capabilities to bring these stories to life. Social change comes from combining skills of various people, and our skills are creativity and that is what we have brought to this effort. The athletes’ efforts and the Special Olympics itself are wonderful narratives and we are just trying to bring these stories to more people throughout China.” Kronick continued, “O&M Asia launched a #ForceForGood campaign in 2015 highlighting the work the Ogilvy Group does for society, and this is one in a number of campaigns we are proud to be associated with.”
The campaign, titled “Special Olympics, Brilliant Lives for All (#特殊的人生，一样的精彩#)” involves a trio of films telling the poignant stories of three different athletes who all have big dreams and stories of accomplishment. There is Shanghai-native Xing Le, who began at Special Olympics in 2005 and went on to win national championships, and then eight gold medals for gymnastics from Special Olympics International in 2007 and 2015. Beyond this honor, she also enjoys the joy of have a happy and healthy family. We also meet young basketball enthusiast Liu Zhen, who discusses yearning for a self-reliant life and how his disability makes him work harder to achieve. Liu Zhen not only plays basketball, he also passed his chef qualifications, was hired by an internationally-renowned company, and is on his way towards a new and independent future.
Perhaps most touching is the story of Li Xiang. In the video, we hear from his mother who, despite the odds, poured love and support into her child’s well-being. She discusses how sports made a dramatic and positive difference in the life of her son. Li Xiang will represent China to compete again in the 2017 Special Olympics Winter World Games in Austria.
These three videos were officially released through social media platforms of prominent supporters as well as the official social platforms of O&M and Special Olympics.
“We are an international sports organization providing services for people with intellectual disabilities. We aim to provide opportunities for Special Olympics athletes by showcasing their courage and talent, and ultimately helping them integrate into society.” says Mary Gu, President of Special Olympics, East Asia. “Working with Ogilvy & Mather, we showcased three touching stories and how sports can help to reshape a life story, and we hope to continue to spread awareness in the community, both encouraging social inclusion for intellectual disabilities and to help those with disabilities recognize their own value. Ogilvy & Mather used their creative expertise to deliver this message of caring and goodwill, but also highlights a broader, multinational perspective in the field of social responsibility.”
