TV commercial called “Different” that promotes the Special Olympics since 2001. At that time this spot was promoting the Special Olympics European Football.
The guy who speaks in the clip about the reality of being disabled, it’s Barry Cairns Jr, a Special Olympics footballer from Durham. He speaks about the participation on Special Olympics that make him feel different.
Special Olympics is an international organization created to help people with intellectual disabilities develop self-confidence, social skills and a sense of personal accomplishment through sports training and competition.
Campaign was developed by J. Walter Thompson, London, by executive creative director Jaspar Shelbourne, copywriter Jonathan John, art director Nick Wootton, and agency producer Henrietta Curzon.
People look at you.
They stare.
They all stare.
They point at you.
They shout at you.
They make you feel different.
It’s fantastic!
In 2006 Special Olympics Great Britain had a set of billboards, print advertisements and online photography shot by John Rankin Waddell.
In these prints pose few of the participants, with solemn faces, each with a statement about what they can do.
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.
At the age of eight, Alison developed a devastating back hand.
Alison Kidger. Tennis Player.
Since birth Andrew has had severe difficulty coping with losing.
Andrew Taylor. Gymnast.
At an early age Baljinder was diagnosted with football on the brain.
Baljinder Dhillon. Striker.
Mark was born with a serious ability.
Mark Leedham. Sprinter.
Campaign was developed at JWT London, by executive creative director Nick Bell, copywriter Ryan Lawson, art director Andy Smith, photographer Rankin, typographer Tivy Davis, with retouching by Lightbuld.
Tags: intellectual disabilities, learning disabled, self confidence, special olympics
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