Special Olympics reclaims the word ‘special’ in Tombras campaign

It can be hard to reclaim words and phrases that have longstanding negative connotations in culture—there’s a reason why “Like a Girl” was considered such an accomplishment. In that same vein, Special Olympics has launched a campaign from Tombras, timed to Giving Tuesday, that celebrates the word “special,” which isn’t always considered a positive. The “Yeah, I Am Special” effort includes a video voiced by Stephen A. Smith, along with billboards in New York featuring two Special Olympics athletes. Limited-edition sweatshirts have also been created—they can be bought through QR codes on the shoppable billboards. The featured athletes are triathlon star Joshua Olds from Ft. Lauderdale, Florida, and weightlifter Madison “Maddog” Madory from Oklahoma City, Oklahoma. Some 72% of Americans frequently hear “special” used as an insult or put-down, according to research by Tombras. Yet it’s generally more positive in sports. In the video below, Smith brings his signature enthusiasm to the voiceover, describing various sports plays as special, countering the use of the word that’s often invoked negatively to refer to people with disabilities. On the sweatshirts, the word “Special” is embroidered in red on the front, while the back has a manifesto of sorts that reads: “Special: Exceptionally great. Important. Unique. Special is something to strive for. The ultimate compliment. A word that we can all hope to be called. Not for the things that we cannot do. But for all of the things that we can.” “Our athletes do amazing things every day, all around the world,” said Amy Wise, VP of marketing at Special Olympics. “They break all kinds of stereotypes, accomplish things they were told they’d never be able to do, and inspire others to become more inclusive. This ‘I Am Special’ collection focuses on the powerful nature of the word ‘special,’ making it a clothing item for all to aspire to wear.” Wise added: “Our founder, Eunice Kennedy Shriver, asked Special Olympics athletes to ‘be brave in the attempt.’ And whether it’s from a billboard on Broadway, or at a local practice or competition, Special Olympics athletes bravely remind us all what it means to be extraordinary every day. This is the time to act. Our athletes need you. Come be extraordinary with them.” More information about the effort is available at imspecial.org. The activation is part of Special Olympics’ larger “The Revolution Is Inclusion” campaign.

Special Olympics reclaims the word ‘special’ in Tombras campaign

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