CASE STUDY · SPECIAL OLYMPICS BELGIUM
How we put inclusive sport in the national spotlight with Special Olympics Belgium.
Brum Smith
Giving athletes the support they deserve
Special Olympics Belgium enables athletes with an intellectual disability to train, compete and show their talent. To support them, the organisation launched “1% for 1%”, a campaign developed by the agency LDV that calls on companies to sponsor its athletes. Our role was to bring this campaign to the attention of the media and the wider public, and to put corporate sponsorship of Special Olympics athletes on the agenda.
Athletes at the heart of the story
A clear story for journalists. We wrote and distributed a press release built around the campaign’s mission and its call to action, so journalists had the key facts and a strong reason to cover it.
Faces and voices. We pitched the story intensively across our national media network, in French- and Dutch-speaking media, and organised interviews with the CEO of Special Olympics Belgium and with athletes. Their testimonies gave the campaign a human face.
National visibility for inclusive sport
The campaign earned three national television appearances on VRT and eight articles in six media outlets, including Le Soir, La Libre and La DH. This coverage raised awareness of the importance of corporate sponsorship for Special Olympics athletes and helped promote greater inclusion in sport.
What this case shows
A campaign gains strength when the people it serves tell their own story. By putting athletes and leadership at the centre of the media approach, we turned a call for sponsors into a wider conversation about inclusion.
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