This National Siblings Day (today), Special Olympics and Y&R Mexico have developed a new film to promote inclusion of people with intellectual disabilities, by telling the story of two brothers joined not only by blood but by shared passions of sport and competition. The only difference between them? They were born seconds apart. The spot emphasizes Special Olympics’ belief that when we take the field, our differences fade away, revealing only our shared humanity.

 

The story of sibling unity and inclusion is at the heart of Special Olympics. It was the isolation and mistreatment of Rosemary Kennedy, the intellectually-disabled sister of the Kennedy clan (which featured a United States president and two senators) that prompted her sister, Eunice Kennedy Shriver, to take up the fight for those with intellectual disabilities. Thanks to the special bond between Rosemary and Eunice, Special Olympics was born.

 

That story is re-imagined for today’s global audience, with a new brand emphasis on complete inclusion for people with intellectual disabilities through athletics, health, education, civic roles, and entertainment.  This film is part of the lead up to a larger brand campaign that will formally launch next year around the organization’s 50th Anniversary.