The Australian Paralympic Committee (APC)’s own core campaign for Rio 2016, ‘Believe And Together We Are Invincible’ is running across multiple platforms (linked via the hashtag #WeBelieve) aims to generate excitement, team support and funding.
The campaign, developed by agency MercerBell Sydney (who developed the creative and donated comms & website development), echoes the APC’s belief in Australia’s Paralympians and their capability for great things and urges the Australian public to ‘pledge their belief’ in the Australian Paralympic Team.
Six specific Paralympians initially fronting the launch strand of the campaign: including gold medal winning Kurt Fearnley, star Paralympic swimmer Ahmed Kelly and alpine skier Victoria Pendergast.
A year-long campaign, the early fundraising phase was initially spearheaded by a staggered roll out a series of web-based short films fronted by these (and other) individual Australian para-athletes.
The campaign creative and supporting materials (which included a PR push, a set of para-athlete images, a media partnership programme, banners and eDMs) all drive the public to a microsite – pledgeyourbelief.org.au.
This microsite also features inspirational stories of all the athletes and teams involved in the campaign, as well as a web online donation form enabling the public to ‘pledge their belief’ by choosing to make a one-off or regular contribution.
As the campaign evolved over time, it expanded to include further marketing and experiential activations ranging from on-building projection stunts,
The Opera House Sails are beaming for our Paralympians. Thank you NSW Government for your support #WeBelieve pic.twitter.com/FFHLG53asm
— AUS Paralympic Team (@AUSParalympics) September 7, 2016
a raft of social activity,
The 2016 Australian Paralympic Team in numbers #WeBelieve #7Paralympics @7olympics @Ausport pic.twitter.com/WtUKi0WXwn
— AUS Paralympic Team (@AUSParalympics) August 29, 2016
and, as the Paralympics drew closer, in late August 2016 a new PSA-style spot was featuring a range of big name Australian able- bodied and para-sports stars.
All donations received will be used to support the APC’s athlete roster reach their full potential and strive for Paralympic success.
‘Our research indicates there is a great public willingness to support Paralympic sport and in particular, that people identify closely with our Paralympic athletes. The ‘Believe’ campaign draws on that with the aim of fostering a feeling of direct support,’ explains APC general manager of commercial Ian Laing.
‘Until now, the APC has been reliant on limited income streams but this campaign will allow us to widen the net. There’s no doubt it is edgier than the APC’s usual style but given our significant fundraising challenge – and to help ensure the ongoing success of our athletes – we’re willing to challenge the status quo and put ourselves out there with a commitment to our fundraising efforts long-term.’
As well as MercerBell, other customer experience and media agencies playing a major role in the APC campaign are Hill+Knowlton Strategies (communications and media) and PHD (media planning and buying).
Further support came from Steve Greenaway and Limehouse Creative (who donated photography and retouching services) and Michael Kennedy (who donated the Kurt Fearnley image used in the campaign).
‘As a charity, we’re constantly stretched for resources so the support we’ve received from the agency teams has been an amazing help; we couldn’t have done it without them,’ adds Laing.
Comment
As a charity, the APC relies on public donations to cover the cost of training, equipment and of sending athletes to competition and to the Paralympics.
While the creative approach has echoes of other para-campaigns around the world, but we feel one of the unique aspects of this campaign is the mechanic that offers members of the public an opportunity to pledge their belief in one individual athlete or a specific team.
The team has also received backing from sponsor initiatives rolled out by a set of other partners including Toyota,
We went behind-the-scenes at training with Toyota Ambassador @DylanAlcott as he powers towards Rio. #WeBelieve pic.twitter.com/XyiAunwHFf
— Toyota Australia (@Toyota_Aus) July 7, 2016
Woolworths and the Royal Mint.
Introducing the Australian Paralympic $2 coin by @woolworths & @RoyalAustMint! https://t.co/ufddX7ndlS #WeBelieve pic.twitter.com/HSpEVxqG0N
— AUS Paralympic Team (@AUSParalympics) July 19, 2016
Links
Australian Paralympic Committee Web:
Australian Paralympic Committee Twitter:
https://twitter.com/AUSParalympics
Australian Paralympic Committee Instagram:
https://www.instagram.com/AUSParalympics/
Australian Paralympic Committee Facebook:
https://www.facebook.com/AUSParalympics/
Australian Paralympic Committee YouTube:
https://www.youtube.com/user/ausparateam
MercerBell:
H+K Strategies:
PHD:
