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Objective


To create active engagement from corporate leadership with Special Olympic athletes, announce a partnership the Special Olympics and initiate an environment of inclusion, thus introducing the program and demonstrating the message.

Campaign Details


To become more involved in the community, United kicked off with an inclusive theme at the global leadership conference, where it announced its new partnership with Special Olympics. United’s objectives were to educate, inspire leadership, create service opportunities and gift Special Olympics athletes with meaningful gifts. Summit Group selected sun-safety kit items for the athletes. Working together Corporate leaders and athlete volunteers prepared 15,000 kits. For the big announcement entrance, members waived custom flags and foam No.1s. Participants were energized by the Olympic-like announcement ceremony.

Results


The partnership and session resulted in higher-than-expected numbers of volunteers for Special Olympics events. The social media buzz, max brand visibility, and goodwill internally and externally made it a win for both United and Special Olympics. Conference survey results revealed the kit-packing session was ranked the favorite part of the conference.