Special Olympics Canada breaks campaign
By Rob Bale
Special Olympics Canada has begun a new brand campaign called “Joy is Gold.” Developed by Grey Canada of Toronto, the campaign is intended to raise funds for the organization and to “transform how Canadians understand and connect with the Special Olympics movement.” The creative seeks to convey the joy felt by athletes, families, coaches and communities using the visual theme of gold confetti. It comprises broadcast, newspaper, social media and out-of-home advertising, as well as public relations, media relations and influencer activities. In addition, Special Olympics Canada has released a limited-edition line of merchandise in collaboration with Calgary-based apparel company Local Laundry.
“Too many Canadians know our name, but not our impact,” said Sarah Barker, vice-president of brand, marketing and communications at Special Olympics Canada. “‘Joy Is Gold’ allows us to tell a much bigger story. It helps Canadians see that Special Olympics creates confidence, connection, friendship, better health and life-changing opportunities for people with intellectual and developmental disabilities. Most importantly, it invites Canadians to feel that impact for themselves.”