Special Olympics Great Britain, the largest provider of year-round sports training and competition for the learning disabled, is launching an interactive online film to help raise awareness of the charity.
The campaign, called ‘Encouragement’, has been created by JWT London and illustrates how positive support helps people with learning disabilities transform their lives through sport.
Special Olympics is partnering with Netmums.com, the UK's fastest-growing online parenting organisation, to host and promote the film online, allowing the charity to reach its target audience of young mums.
The interactive film (which can be seen here) will be showcased on the site from November 1 until the end of the month and will be supported by banner ads and an advertorial page. The film will also be seeded on the Special Olympics GB website.
Filmed at Wembley Arena, the footage shows Omar Haddad (pictured), a Special Olympics athlete from Widnes, preparing for and performing a gymnastics routine.
Online users can operate an interactive volume slider to control the level of encouragement Omar receives from the crowd. If enough encouragement is built up, Omar is empowered to perform his routine.
However, if the volume slider is decreased to the no-sound mute setting, the athlete walks out of shot.
“The idea of ‘encouragement’ is a perfect descriptor for raising awareness of Special Olympics and what the organisation sets out to achieve,” said chief executive officer of Special Olympics GB, Karen Wallin.
“The aim of the film is to help mothers understand that encouragement is at the heart of what we do. We’d like mums to teach their children that being different is okay, and to bring them down to our free sports events across the country.”
Russell Ramsey, executive creative director at JWT London added, “We have produced a very emotive film, but it’s the technical element which allows the user to interact with it that makes it even more rewarding for the viewer.”
Wednesday, November 3, 2010
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