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

Canada’s Hottest Ads:
December cheer dominates

... and that beer fridge turns up everywhere (with Denise Rossetto and Todd Mackie)

PR Move of the Week:
Sears Canada

Retailer’s offer to Target's soon-to-be-ex-employees hits the mark

Ipsos and ICA reveal this year’s most influential brands (Update)

Netflix, Twitter and LG are 'on fire,' but who leads the list?

Bell readies Let’s Talk Day
for 2015

Major PR push helps mental health
stay in the spotlight

PR Accounts On The Move

A recap of recent account wins on the PR front

A new design for Umbra’s flagship store

Canada's design champion seeks stronger community ties

Hall of Legends 2015:
Chris Armstrong

The birth of the big comfy chair, and building TD Canada Trust

4 values at the heart of good customer experience design

Schulich's Charlene Precious Tcheong explains the emotion-over-logic marketing approach