The average sports fan doesn’t tune in to the Paralympics. Why? Because they typically don’t think of Paralympians as “real” athletes. So we set out to Show the World what fan were missing, turning them into vocal fans along the way – while creating 40 million free impressions for athletes who need it most.
ANTHEM FILM: “Show the World”
MEME OPENING CEREMONIES
We put Paralympians where they belong: at the center of the global conversation. At the start of the Games, we flooded the internet with Team USA versions of the most popular gifs, getting 38M+ views in the first week of competition.
To be more inclusive for our visually impaired audience, we created some of the first-ever audio-enabled memes.
ATHLETE FILMS
Throughout the Games, interest spiked online with a series of 15-second athlete videos, showing the world that Team USA Paralympians are worthy of your attention.
SOCIAL VIDEOS: “Pass the Torch”
From one elite athlete to another – Olympians send their Paralympic counterparts messages of support on social media. By doing so, they let the world know that Team USA isn’t done yet – and that after the Olympics are over, the competition continues with the Paralympics.
RESULTS:
Our campaign has already helped make this year’s Paralympic Games exceed all broadcast viewing records.
#ShowTheWorld was adopted as the unofficial hashtag of the Paralympics, used by many organizations, brands, and fans.
FEATURED IN:
PEOPLE American Paralympic Athletes Remind Fans Why They Should Tune in for the Games