Campaign
Yeah, I am special
problem
Special. In sports, it’s the ultimate compliment. But it can also be a slur for someone with a disability.
And for the Special Olympics, that was a problem. We set out to reclaim the word “special,” and to show how truly special these athletes are.
Insight & Strategy
72% of people have heard or used “special” in a derogatory way.
Not anymore.
With the creation of limited-edition merch, we dared athletes of all kinds to own being special.
If you fancy some merch, get it here
