| Story | Special Olympics fights for total inclusion for all people with Intellectual Disabilities around the world. However, a majority of the public believes that people with Intellectual Disabilities need to be separated for their own special needs and health requirements. This is untrue. And this is segregation. It is detrimental to the health and well-being of people with intellectual disabilities and to society at large.;Despite sportswear marketing including athletes with diverse backgrounds and abilities, these global brands have never included athletes;Strategy;This idea represents a rebranding and re-introduction of Special Olympics tone, to help move them from a charity to a civil rights organization that not only advocates out in the world, but takes action. Instead of asking again for these brands to be inclusive, we created a resource and called out these brands directly.;Outcome;Several licenses are currently in the works. And we won’t stop until people with ID are included.;Execution;In addition to the digital image platform, we sent tailored direct mail invitations, print and OOH for the CEOs and CMOs of the top six global sportswear brands. And encouraged them to start using InclusionImageBank.org immediately in their campaigns. Our own print and OOH served as an example of the Images for Inclusion in action, and added more representation of people with disabilities out into the world.;Campaign Description;We created the first Images for Inclusion, an e-commerce platform of high-fashion, high-resolution photography featuring athletes with intellectual disabilities wearing clothing and equipment from every major sportswear brand. Images that any brand is able to select, license, and easily add to their current sportswear campaign out in the word.;A percentage of every licensing fee helps fund inclusion programs in healthcare, education, and community leadership around the world. |