Special Olympics conducts campaign
By Derek Winkler
Special Olympics Canada is conducting a campaign called “Joy is Gold.” The campaign asks Canadian businesses to donate time on public display screens to show daily highlights of the Special Olympics World Winter Games in Turin, Italy this month. The initiative also includes a consumer campaign soliciting donations to the organization. It consists of online videos, out-of-home advertising and social media content. The creative depicts the personal stories of Canadian athletes. The campaign was developed by Grey Canada, with media work by GroupM and Aber Group. Public and influencer relations are being handled by Hype PR and Burson Canada.
“The creative idea behind this initiative was to make supporting Team Canada as accessible as possible,” said Fernando Hernandez, executive creative director at Grey Canada. “We wanted to remove any barriers to participation and give businesses a meaningful way to get involved. Whether you’re a small business with one screen or a national chain with hundreds, every screen donated helps amplify the athletes’ stories and bring Canadians closer to the joy and spirit of the games.”