Special Olympics Australia

Raising awareness, shifting perceptions and generating positive relationships
A group of people in green and gold waving at the camera

CHALLENGE: Special Olympics Australia (SOA) runs a national program that uses sport to drive inclusion for people with intellectual disabilities.  Sefiani has a long-time relationship with Special Olympics, shifting perceptions and building positive relationships with journalists on behalf of the not-for-profit.

STRATEGY: Our strategy has involved creating opportunities for media to meet the athletes and people involved in SOA. We designed a campaign around 2019 Team Australia’s farewell event at Sydney Airport, leveraging the likes of the Governor General. We invited key media to the event in the weeks before, and set up interviews with SOA CEO and some of the teams key athletes.

IMPACT: The campaign generated strong national media coverage, with Corene Strauss, CEO, interviewed pre-event by national news reporters attending the farewell. Coverage was secured across national top-tier media, with key messages communicated throughout.  Importantly, following their briefings, all athletes interviewed were comfortable speaking to the journalists.