THE CHALLENGE
Motionball is a national charity focused on raising funds and awareness for the Special Olympics movement among the “next generation of supporters” (ie young professionals). One of their primary goals is to eliminate the casual use of the “R-word” (Retarded), as it has a negative impact on the mental health of with an intellectual disability. However, after a few years of communicating this goal, progress had stalled.
THE INSIGHT
We are living in a an echo chamber, where the only voices we hear are the ones that agree with ours. We need to get beyond the confirmation bias (and the trolls) to find out what average Canadians felt about the R-word, so that we could speak to them with clarity and effectiveness.
THE SOLUTION
We engaged a research firm to dig into nationwide attitudes around the casual use of the R-word. From the research, we uncovered the most impactful findings, and used them to build a campaign, for use across TV, social and digital.
THE RESULTS
9MM
IMPRESSIONS
100MM
VIDEO VIEWS
53%
VIEW RATE ON PAID MEDIA
Created a new national attitudinal baseline, to track future progress and evaluate communication strategies