NEW YORK—Burson-Marsteller has been named agency of record for Special Olympics International. This pro-bono engagement will be led by the firm’s sports marketing specialty group, The Fan Experience, which will help Special Olympics launch a youth-activation campaign designed to inspire participation in the movement through activism, social inclusion and its Special Olympics Unified Sports program.
Burson-Marsteller will launch the youth-activation campaign through media relations, event support and thought leadership channels and will focus on multiple goals, including increasing youth leadership and volunteerism and registering 1 million athletes and participating partners in Unified Sports by 2015. In particular, the campaign will mobilize a generation of young people to respect and include people with intellectual disabilities.
Special Olympics began working with Burson-Marsteller’s Fan Experience during this year’s Super Bowl when the agency supported the organization’s visibility and fan engagement efforts. The firm also helped Special Olympics announce the launch of the Unified Sports initiative with its media partner ESPN in 2013.