Special Olympics laces up for those who lend a hand

Thursday marked the first “Be A Fan Day” for Special Olympics Canada, an event asking Canadians to lace up with bright red shoe laces to raise awareness for the organization and its supporters, especially those in law enforcement. “Be A Fan Day” was created in collaboration with Ontario’s Special Olympics organization. The approach to publicity […]

Thursday marked the first “Be A Fan Day” for Special Olympics Canada, an event asking Canadians to lace up with bright red shoe laces to raise awareness for the organization and its supporters, especially those in law enforcement.

“Be A Fan Day” was created in collaboration with Ontario’s Special Olympics organization. The approach to publicity has been primarily grassroots. Along with a dedicated website, BeAFanCanada.com, promotional posters and flyers were created with the help of partners at Veritas Communications. But social media has been the driving force of what is essentially a word-of-mouth awareness campaign among community members and law enforcement personnel.

The Special Olympics has had a long-running partnership with members of Canadian law enforcement. Police have raised more than $40 million in support of the Special Olympics over the past 25 years through initiatives such as the Law Enforcement Torch Run, which raised $100,000 in its inaugural 1987 event in Southern Ontario. It has since expanded to 10 provinces.

“Be A Fan Day is meant to be a day of celebration for the coaches and athletes of the Special Olympics, but also of those who support them,” said Mary-Margaret Jones, who oversees marketing and public relations for the organization. She said that police organizations “have gone so far above and beyond the call of duty for us over the years. The word is truly ‘exemplary.’”

Special Olympics Canada hopes to make the event annual.

Brands Articles

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support the recently-introduced line

Rexall launches ‘Shot for Shot’ program for kids in need

Program will help vaccinate children in northern Uganda

Twitter booth and a VIP Mom keep the buzz going for Target

Retailer gives consumers a behind-the-scenes look during Fashion Week

Tesla’s chief driver of success: masculinity (Column)

Markus Giesler on how-to better understand Tesla's value as a masculinity symbol

Coke replaces CMO as soda sales remain flat

Company vows to continue to work to improve the quality of its marketing

The YouTubers CMOs need to meet

Four made-in-Canada YouTube channels brands should become acquainted with

Frank & Oak launches first mass campaign

Menswear etailer introduces the tagline: "For the Journey Ahead"