Special Olympics

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Marketing a Movement

Campaign Strategy & Fractional Leadership

Client

Service

PSA Strategy & Placement, Fractional VP of Marketing

Scope

Strategy, Management

From PSA campaign to global marketing leadership

Special Olympics came to Five Ones with a bold new inclusion campaign and a need for someone to bring it to the world. What began as media strategy and placement for their first-ever public service campaign grew into a fractional VP of Marketing role — leading global campaigns across 227 accredited Programs in more than 177 countries and territories. For five years, Five Ones was at the center of one of the most far-reaching nonprofit marketing efforts in the world.

$46 million in earned media. Three campaigns. One message.

Special Olympics provided the creative PSA assets. Five Ones handled everything else — strategy, media relationships, and placement across broadcast, print, and out-of-home channels nationwide. We began with paid placements on streaming, podcasts, and digital to build early momentum, then shifted to a fully earned model that ultimately outperformed the paid effort. The PSA landed on 24 TV and cable networks, 28 sports networks — the community Special Olympics is most deeply connected to — and in 59 national magazines including People, Time, Forbes, and Oprah.

PSA Campaign Strategy & Media Planning
Broadcast Placement — TV, Cable & Radio
28 Sports Networks including ESPN & ESPN2
Print Placement — 59 Publications, 132 Markets
Out-of-Home — Bus Shelters, Billboards & Mall Screens
Paid Augmentation — Streaming, Podcasts & Digital Ads

$ 0 M

Earned media value

0 B

Impressions

Broadcast airings

0 +

Countries reached

Coordinating a worldwide movement, three times a year

As Fractional VP of Marketing, Julia McDowell led the strategy and coordination of three yearly Mission Moments. These "moments" were a full-court press of marketing from 227 Special Olympics Programs worldwide participating in a locally relevant way around a shared global message. We also led the Challenge Accepted social activation, pairing celebrity ambassadors with Special Olympics athletes to demonstrate ability and champion inclusion. The social efforts generated 40.7 million potential impressions with 1,100+ contributors in the campaign's inaugural challege.

Five Ones is a creative collaborative that delivers strategic guidance and exceptional execution for nonprofits and associations that need visionary leadership and marketing momentum.