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Screens Made Special Olympics Unmissable

Special Olympics Canada

Special Olympics Screen Sponsors

Businesses nationwide donated their screens, bringing the Special Olympics World Winter Games in Turin directly to Canadians.

For over 50 years, Special Olympics Canada has given millions of athletes with developmental and intellectual disabilities a stage to shine. But with limited attention from big media, few people know that they exist. And the athletes don’t get the support they need. When asking businesses for their support, we needed to ensure they understood why their support matters, both to the athletes and the Special Olympics community, and for all Canadians.    

This Year’s Games Were Made Unmissable, One Screen At a Time 

Famous

When economic uncertainty made it harder for businesses big and small to make a meaningful impact through a financial donation, Grey Canada's strategy made it easy for them to share the joy of our Special Olympics athletes; all they needed was a screen. As part of the 'Joy is Gold' campaign, Special Olympics Canada sent out a call to businesses across the country to devote time to playing curated daily highlights on their public-facing screens during the World Winter Games in Turin, Italy, from March 8 to 15. 

Effective
  • Thousands of Screens Donated 
  • 501% Increase in Viewership 
  • 1 in 3 Canadians Experienced the Games 
Strategy
“Special Olympics Canada uses businesses’ public-facing screens to boost visibility.”
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“One strength is scalability. We amplified reach without significant costs, focusing budget on creative, paid media and digital for visibility. This shows how innovation stretches resources while delivering results.”
Sarah Barker, VP of Brand, Marketing, and Communications of Special Olympics Canada
FAMOUSLY EFFECTIVE