Special Olympics: Promoting a Social Movement

Five Ones Portfolio Special Olympics logo


  • In-kind media planning
  • Pitching and evaluation (PSA)
  • Paid Media planning, buying, placement and tracking
  • Campaign planning

Entering their 50th year of championing advocacy and action for social change for people with intellectual disabilities, Special Olympics was ready for an intentional and strategic shift.

They kicked off a new campaign called “The Revolution is Inclusion,” focused on ending discrimination against people with intellectual disabilities worldwide and creating inclusive communities to bridge gaps in access and opportunity for a community that comprises 3 percent of the global population. There was no better way to spread the word and gain traction for this social movement than through public service announcements (PSAs). To date, the campaign has earned well over $15 million in multimedia PSA value and hundreds of thousands of airings and postings.