Special Olympics – Athlete Empowerment Campaign
Empowering Athletes Through Conversations with Sports Icons
Special Olympics Northern California aimed to redefine what it means to be "special" while empowering its athletes as community leaders.
Our Work
The Objectives
We needed to develop an audience and community engagement campaign featuring athletes in leadership roles alongside professional sports icons.
Our Actions
We created and produced "The Special Report" video series where Special Olympics athletes interviewed sports legends like Joe Montana and Kristi Yamaguchi.
The Results
The campaign redefined "special" as "making a difference," empowering athletes while shifting public perception.
It increased brand awareness across Northern California through TV ads during major events.
Special Olympics Northern California increased its volunteer base by 15%, enhancing community engagement while supporting individuals with intellectual disabilities.
Community Awareness & Engagement
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Video Series - The Special Report Trailer
Check out our new series featuring conversations with professional sports icons, hosted by our very own Special Olympics Northern California athletes.
Learn more at DoSomethingSpecial.org
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Video Series - The Special Report | Kristi Yamaguchi
Check out The Special Report interview series featuring conversations with professional sports icons, hosted by our very own Special Olympics Northern California athletes.
This week, Athlete Leader Angela sits down with Olympic champion figure skater and Bay Area native Kristi Yamaguchi.
Learn more at DoSomethingSpecial.org
#dosomethingspecial #kristiyamaguchi #olympics #figureskating #bayarea
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Video Series - The Special Report | Joe Montana
"The Power of Greatness"
4 Super Bowl rings, 2 MVP awards, first-ballot Pro Football Hall of Famer -- and a Snickers fan? We're kicking off the 2024 NFL season with the GOAT Joe Montana on this week's episode of The Special Report!
Joe chats with Athlete Leader Ryan about the thrill of competition, his secret halftime snack, and what it truly means to be "Special." Catch the full interview here.
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Video Series - The Special Report | Brandi Chastain
"Show Up and Be Your Best"
U.S. soccer icon Brandi Chastain -- two-time Women's World Cup champion, two-time Olympic Gold Medalist, and co-founder of Bay FC -- sits down with Special Olympics NorCal athlete Kim for the Season 2 finale of The Special Report.
Brandi shares her excitement about bringing the first professional National Women's Soccer League expansion team to the San Francisco Bay Area, Bay FC, which hosts its final home match of the season on Saturday, Oct. 19.
A long-time champion of education and inclusion, Brandi explains why preparation, pushing outside your comfort zone, and having fun are the most important qualities being an athlete.