Special Olympics Launches New Global "Play Unified" Youth Campaign to Champion Social Equality

WASHINGTON, Sept. 22, 2014 /PRNewswire-USNewswire/ -- Special Olympics is launching a new global "Play Unified" youth campaign that will inspire and mobilize youth around the world to connect with people with intellectual disabilities and create more inclusive communities, leading to a more respectful world for everyone.  From today, leading up to the 50^th anniversary of Special Olympics in July 2018, Special Olympics is challenging the nation and the world to embrace this unique civil rights movement for inclusion, unity and respect that is led by people with intellectual disabilities alongside their peers without intellectual disabilities.

The campaign will focus on driving youth to join the Special Olympics #PlayUnified movement to make real change in the world by fighting inactivity, intolerance and injustice through Special Olympics activities including Special Olympics Unified Sports^® which brings together people with and without intellectual disabilities on the same team.  #PlayUnified is inspired by a simple principle: training together and playing together is a quick path to understanding, acceptance and friendship, breaking down the barriers that exist for people with intellectual disabilities. 

'Intolerance, prepare for an upset' and 'Change doesn't happen from the sidelines' are just two of the many messages being communicated to youth to encourage participation and showcase the urgency of the meaning of the campaign.  The campaign will mobilize millions of Special Olympics athletes, volunteers, and supporters to participate in unified activities around the world – on playgrounds, in schools, in local communities – and invite millions more to join the Special Olympics movement. Interested young people will be driven to visit playunified.org where they can sign-up and explore opportunities to join those with intellectual disabilities in a variety of activities, including sports, to promote understanding, acceptance, and friendship. The new campaign got an exciting preview at the White House this summer, when President Barack Obama and First Lady Michelle Obama invited members of the Unified Generation to a dinner celebrating the work that Special Olympics is doing to activate young people.

"There are nearly 200 million people with intellectual disabilities in the world.  Special Olympics serves 4.4 million athletes, but there are many more we need to reach," said Special Olympics CEO Janet Froetscher.  "People with intellectual disabilities are the most marginalized and discriminated-against people on Earth – there is a hidden, worldwide crisis.  We know the best way to solve this crisis is to engage youth around the world, as we know youth are inspired to change the world and be part of something bigger than themselves.  The something bigger is Unified Sports, where the lines that divide us are erased and we can celebrate the FIRST Unified Generation, which will create a future of respect and inclusion."

The creative for the campaign, developed by Young and Rubicam (Y&R) in conjunction with Special Olympics, communicates the sense of urgency about ending injustice and discrimination against people with intellectual disabilities.  The fully integrated advertising and marketing campaign will include digital and social media activation, a new television spot, corporate integration and cause marketing, merchandise, grassroots outreach and activation. Additionally, the Special Olympics Unified Ball is being introduced to serve as the new global icon of the movement, with the message that when you pick up a ball and pass it to another person – with or without intellectual disabilities – a powerful connection is made and attitudes and perceptions can change. The Unified Ball, which is a vibrant color red, emblazoned with the Special Olympics symbol in white around the circumference of the ball, will serve as a rallying cry for the world to come together and play unified, with different styles of the ball introduced globally across a multitude of sports.

The #PlayUnified campaign will launch all over the world through Special Olympics programs and partners. Plans include a November launch in Mexico, December launch in Egypt, and January launches in the United Kingdom, Italy and Poland. The roll-out will continue in 2015 with plans for South Africa and China – and beyond.

David Sable, Global CEO of Y&R said: "The role of communications is not only to raise awareness but also to motivate behavior. Driving a goal of unified sports has become a real point of passion for us.  Working with Special Olympics is a real privilege and one that inspires us and has galvanized our people around the world.  We believe we can help them take down intolerance through unified sports and are proud to be part of their mission to do so.​" ​

About Special Olympics 
Special Olympics is a global movement that unleashes the human spirit through the transformative power and joy of sports, every day around the world. We empower people with intellectual disabilities to become accepted and valued members of their communities, which leads to a more respectful and inclusive society for all.  Using sports as the catalyst and programming around health and education, Special Olympics is fighting inactivity, injustice and intolerance.  Founded in 1968 by Eunice Kennedy Shriver, the Special Olympics movement has grown to more than 4.4 million athletes in 170 countries.  With the support of more than 1.3 million coaches and volunteers, Special Olympics delivers 32 Olympic-type sports and more than 81,000 games and competitions throughout the year.  Special Olympics is supported by individuals, foundations and partners, including the Christmas Records Trust, the Law Enforcement Torch Run for Special Olympics®, The Coca-Cola Company, The Walt Disney Company and ESPN, Lions Clubs International, Mattel, P&G, Bank of America, Essilor Vision Foundation, the B. Thomas Golisano Foundation, Finish Line, The Safeway Foundation, and Safilo Group. Visit Special Olympics at www.specialolympics.org.  Engage with us on: Twitter @specialolympics; fb.com/specialolympics; youtube.com/specialolympicshq, instagram.com/specialolympics and specialolympicsblog.wordpress.com.

SOURCE Special Olympics