inclusively made
Special Olympics Australia

Australia's Greatest Champion

Celebrating athletes with a disability in a way that all Australians can embrace

The Task

Australia won the bid to host the Special Olympics Asia Pacific Games, an opportunity for 400 Aussie athletes to compete on the world stage.

Their disability wouldn’t stop them from getting to the games, but money could.

Taste was commissioned by the Special Olympics to create a campaign to help raise the funds required to get the 400 team Australia athletes to the World Games, encourage attendance and help rally as much support for the Special Olympics team as possible by creating a strong community around the event.

The Strategy

Empower Australians to back and cheer for Special Olympics athletes instead of feeling sorry for them!

“Some succeed because they are destined to; most succeed because they are determined to.”

Anatole France

Nobel Peace Prize Recipient

The Brilliant Idea

Introduce Australia to some of our greatest sporting champions to raise awareness and funds to get the athletes to the Games.

We coined the phrase Champ-O-Gram and produced a social media campaign that engaged Australians to send supportive messages with videos and photos to the 400 Australian athletes via social media, which was then projected onto a live wall.

Taste managed the campaign from end-to-end, produced the TVC, print ads, campaign site, athlete videos and a ‘making of’ featurette with Peter Overton.

Through TV spots, social media, print collateral, state-specific tool-kits and an event launch by the Governor General, we launched the Champ-O-Gram; a live wall that empowered people to share encouragement for the Aussie athletes via their social media. The Champ-O-Gram wall streamed live online and on the big screens in stadiums throughout the World Games.

$0 was spent on PR, yet it was seen on every commercial TV station in Australia.

The Governor General launched the campaign at Government House, before it went on to engage audiences from large corporates to everyday families. Whilst nothing was spent on PR, the campaign was aired on every commercial tv station in Australia, raising over $1 million to date, ensuring the Australian team were able to compete at the Asia Pacific Games!

The campaign raised over $1M.

This project was made inclusively.

The production created opportunities for people living with disability to work in front of, and/or behind the camera, to help develop their experience in the professional creative industry.

Creative Director
Writer & Director
Eleanor Winkler
Director of Photography
Andrew 'AJ' Johnson
Art Director
Lindy Ma
Editor & Colourist
Jonny Higgins