I was tasked with creating an experimental advertising campaign for a non-profit organization. I chose The Special Olympics, the world's largest sports organization for children and adults with intellectual disabilities and physical disabilities.
I based my campaign on the insight that people don't think of The Special Olympics as a real sports competition. This campaign presents three identical images of sports balls (basketballs, tennis balls, and volleyballs) and asks people to spot the difference between them. As you walk closer to read the descriptions, you see they are labeled as balls from highly-respected sports organizations, such as the NBA and the Olympics, alongside a ball from The Special Olympics. I decided to display these images in an art gallery because the meaning and context of the images are unexpected.
This campaign demonstrates that Special Olympic sports are real sports and should be taken as seriously as other sports organizations.