Special Olympics Great Britain commissioned JWT London in 2006 to build awareness of the year-round Special Olympics movement, with a set of billboards, print advertisements and online photography shot by Rankin (John Rankin Waddell). SO athletes Andrew Taylor, Baljinder Dhillon, Alison Kidger and Mark Leedham pose with solemn faces, each with a statement about what they can do. The campaign was rolled out in September 2006 and continues on the website borntodothis.com.
“Our goal,” comments Louise Hinchliffe JWT Account Director, “was to juxtapose stark black & white head shots of our athletes with copy that challenges the viewers preconceptions of the learning disabled. The campaign challenges the trigger response many people experience when confronted with someone out of their comfort zone. The copy initiates a change in the viewer’s perception of the learning disabled. This is done by opening the headline with a seemingly negative twist which then resolves into a positive statement readily associated with top-class, able-bodied athletes. The intended out-take is that just because someone may appear different due to their disability, what drives them to excel in their sport is the same as anyone else.”
The Special Olympics campaign was developed at JWT London, by executive creative director Nick Bell, copywriter Ryan Lawson, art director Andy Smith, account director Louise Hinchcliffe, art buyer Karen Robins, photographer Rankin, typographer Tivy Davis, with retouching by Lightbuld.
See more on the campaign, including biographies of the athletes, at Special Olympics Great Britain