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

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

Target seeks to bolster Canadian fashion profile

Fashion and business operations a major focus for the discount retailer

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications