“Special” is an outdated way to describe people with intellectual disabilities, yet, it is the perfect way to describe Special Olympics. Our campaign, and the athletes themselves, redefine “special” as not a label, but a way to proudly portray the actions Special Olympics and its athletes do each day. That’s why our CTA is more than an invitation to “learn more,” it’s a challenge—visit DoSomethingSpecial.org.
As part of our brief and building on the notion that “inclusion is an everyday sport,” we created “The Special Report,” a groundbreaking talk show interview series led by Special Olympics athletes, flipping the script as they ask the questions for a change. Given the ongoing nature of the concept and the scope of our work with Special Olympics Northern California, we developed TSR brand and handed off a playbook to set them up for success.
The Special Report has already interviewed sports icons like Buster Posey and George Kittle, and while it is absolutely amazing to know the heights my idea has achieved in such a short time, the best part is what it has meant to Special Olympics athletes—after hosting the pilot episode, Ryan said, “I now know what I want to do with my life.” 
BTS, moodboard, edit reference, and a canned concept.
