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Campaign PSA Clip:

https://www.youtube.com/watch?v=wUrC22zXXwc&feature=youtu.be

Haley Albert
Fall 2015
Entreprenurial Marketing
Compile a Smile is more than a campaign, it is the foundation of a movement by
the Special Olympics organization to shed light and awareness on the skills and
abilities of disabled persons. It is a movement to break down isolating barriers
between the disabled youth and their enabled counterparts, and to spark lasting
conversations which will hopefully evolve into friendships of the future.

Compile a Smile is aimed at the youth. The youth are the future; they are
technologically savvy, they are perfect for disrupting the status-quo, and they have
the courage and passion to get out there and start the movement!

Some Background:
The disconnect between those who are disabled and their peers can be
observed as early as the age of three when separated in school. Although in 1975,
Congress enacted The Education for All Handicapped Children Act which required all
public schools that accept federal funds to provide equal access to education for
children with physical and mental disabilities, some inevitable drawbacks also came
associated with this newfound change (Brault, Web).
Separating these children at such a young age creates an immediate division
between themselves and their peers. They are deemed not as smart nor athletic as
others within their age group, often times even being dismissed from physical
education due to their condition. The theme of separation creates a barrier for these
disabled youths, labeling them as damaged or not equal. And this inequality can be
observed throughout our everyday lives.
Special Olympics, founded in 1968 in the United States is now the world's
largest sports organization for children and adults with disabilities. It provides year-
round training and competitions to more than 4.5 million athletes in 170 countries.
Special Olympics competitions are held every day, all around the worldincluding
local, national and regional competitions, adding up to more than 94,000 events a
year.
Unified Sports:
Special Olympics Unified Sports joins people with and without intellectual
disabilities on the same team. A simple principle inspired it: playing together is a quick
path to friendship and understanding. Half a million people worldwide take part in
Unified Sports, breaking down stereotypes about people with intellectual disabilities in
a really fun way. Despite the impressive scope of Special Olympics and its significant
growth, the number of youth involved in unified sports compared to the number of
adults is lacking:

As these 2014 statistics highlight, only a third of the total athletes who
participated in unified sports during this year were youth. On top of that, the number
of youth who volunteered in the year 2014 is about half of the number of adults who
volunteered. These numbers suggest that there is a visible gap in the general
unification of youth with and without disabilities.
As this gap between disabled youth and their peers continues to grow while
simultaneously the Special Olympics continues to extend its reach as well, we
identified a potential area for improvement to help solve both parties concerns. By
incorporating a familiar social trend into an activity that boosts the frequency of
interactions between these two social groups. We established the Compile a Smile
movement.
 Ultimately through this movement, we want to encourage more youth
participation in the Special Olympics Unified Sports teams. Understanding that this
division amongst our youth exists, we have decided to couple it with a dominating
trend in our society today; taking selfies. The Compile a Smile movement will focus
on engaging our youth, both disabled and not, to bridge the gap and take a moment
to smile for a selfie with one another.
Taking this first step to reach out, although not monumental, could have
drastic impacts on both parties involved. For someone who isn't disabled, this may
help them boost their own self-confidence, assist them in overcoming their initial
discomforts of interacting with disabled or simply motivate them in being more
outspoken. For those who are disabled, it also offers a potential boost to their self-
confidence, assists them in overcoming their own initial fears of social interaction with
others or simply encourage them to challenge their fears.
Incorporating these selfies into a new movement for Special Olympics, will not
only offer opportunities for the organization in regards to promoting the brand and
increasing publicity but it more importantly will help bridge the visible gap between
youth with and without disabilities. As the world economies continue to become
more entangled amongst each other, simultaneously our populations will
undoubtedly do the same. Being able to diversify their life experiences at a young
age is crucial in engraining these common ideas of equality and self-worth.
By challenging these young millennials with such a simple, yet addictive
concepttaking a selfiean activity that nearly all of our youth today understand
and enjoy, we hope to expedite a transition amongst this demographic. The other
incentive of this movement are the benefits that come with the act of smiling. Smiling
has been linked to immediate boosts in mood, heightened immune system and even
has been identified to relieve stress. Educating our youth on it's simple yet effective
benefits, is just another way our Compile a Smile movement aims to spark social
change and leave a lasting mark on society.
Trends toward Opportunity:
Its time that a barrier between those who are disabled and the remaining
youth is finally broken. We hope to bridge that gap of interaction between children
in the age group of 5-25 through our creative integration of smiling, selfies, and the
Special Olympics. We aim to improve how youth with disabilities and youth without,
interact with one another through the incorporation of selfies. As selfies are now a
huge social trend in our society, the word itself has even transformed from slang to a
proper definition in the 2013 Oxford Dictionary. Its definition states it is a
photograph that one has taken of oneself, typically one taken with a smartphone or
webcam and uploaded to a social media website.
According to Pew Research Center and Rutgers University, social media
increases awareness of stressful events in the lives of others (Hampton, Web). For
example, those who are stressed possess high levels of awareness of stressful events
in others lives through social media (Hampton, Web). Selfies are easy to do and
taken during a variety of situations varying from exciting thrill seeking adventures or
peaceful nature hikes, even sporting events.
Through the Compile a Smile movement, we aim to leverage this trend
with technology as a way of bringing joy and laughter to all those who participate
while shedding light on the separation of disabled.

Special Olympics Mission:

The mission of Special Olympics is to provide year-round sports training and athletic
competition in a variety of Olympic-type sports for children and adults with intellectual
disabilities, giving them continuing opportunities to develop physical fitness,
demonstrate courage, experience joy and participate in a sharing of gifts, skills and
friendship with their families, other Special Olympics athletes and the community.

Compile a Smile Mission:

Compile a Smile is a growing movement to encourage a positive social change by one
simple interaction--smiling. Our goal is to bridge the gap between youth with
disabilities and their peers through inspiring them to take a selfie with one another.
Users alike are then urged to post these pics to social media so that others can also
share in their experiences, feeling inspired to then go take a selfie as well. Compile a
Smile will then compile all these photos at year end
Integration of both missions:
By encouraging youth with and without disabilities to capture moments of
happiness and acceptance through smiles and selfies, the Compile a Smile
movement will help eliminate any existing gaps, leveraging more youth to
participate in Special Olympics Unified Sports.

Our target audience consists of youths with and without disabilities, ranging
from age 5 to 25, making for a very large target market. These youths are members
of emerging generations who will soon take their places at the forefronts of societies
around the world. We want to target the youth more than any other generation
because they are impressionable. We feel that if we can reach them while they are still
shaping many of their world views, then we can more easily spread our message:
people with disabilities are not only still human, they have many strengths and skills to
highlight and share.
Much of our target market falls under the category of digital natives, a term
loosely used to describe people who have grown up with technology, and
experienced its integration into many parts of their lives. As such, social media would
be a big way to attract campaign buzz; however, we chose to shy away from obvious
sites such as twitter (which tends to skew older, and is less popular with younger kids),
and instead chose to focus on SnapChat.
SnapChat is the perfect social media platform for our target market because
its users are primarily the millennial generation (Patterson). It allows for a simple, yet
trendy way to submit a selfie. SnapChat also still has a, cool persona, because unlike
Facebook and twitter, parents and grandparents dont use it. This cool factor will
only enhance our message via positive association.
In addition to youth without disabilities, we also strive to attract many youth
with disabilities with this movement. Youth with disabilities often feel very isolated
from their enabled peers, alienated because of real or perceived physical and mental
differences. For the disabled, social networking sites and technology contribute to the
psychological well-being and the development of disability identity, self-esteem, and
life satisfaction (Shpigelman, Web).
Ultimately, this means that social trends such as selfies and SnapChat are even more
prevalent amongst children without disabilities.
There are three main SMART objectives with the Compile a Smile movement:

1. Create interaction between disabled youth and their counterparts. We would

like to spark the conversation between these two groups in an effort to break
down any isolating walls that exist between them. We would like to measure
this initially by the number of selfies submitted, and then subsequently by
asking schools and disabled activist groups to report on the movements
progress on the ground once the Special Olympics has ended. Ideally we
would like to receive 2 million selfies during the project and hear back from
local ambassadors that disabled youth are feeling less isolated from their
peers.
2. Encourage greater participation in unified sports games. We aspire to expand
the initial interaction into participation in unified physical and mental activities
(sporting events, academic bowls). This allows disabled youth and their
otherwise enabled peers to approach each other as equals and allows each
group to showcase unique talents and strengths. This will be measured by
attendance at local unified sporting events academic bowls as well as an increased
attendance at Special Olympics events. We will measure local attendance through a
post- project survey with schools and disabled rights groups.
3. Build awareness for the Special Olympics and their cause. Our final objective
is to raise awareness for disabilities and for Special Olympics as a whole,
creating long term positive associations and leading to increased viewership,
participation, and volunteering as well as an increase in donations for the
organization. We would like to see an increase in social media following by 1
million users annually across all platforms. We would also like to see an
increase in viewership and attendance at the next Special Olympics as well as
substantial increases in donations, volunteers and participators.

On January 1st, 2016, Special Olympics will be working on a New Years

Resolution: kicking off a new global movement, Compile a Smile. Targeting
primarily millennialsthis new movement is using the selfie phenomenon to
emphasize the importance of bridging that gap between having a disability
and not having one with a simple interaction; smiling. Special Olympics plans to
carry out this movement by encouraging millennials to break the barriers between
having a disability and not having one with the action of taking a selfie together.
On March 14th, 2017 the World Winter Games for Special Olympics will be
taking place in Austria. Until this date, Special Olympics ambassadorswith and
without disabilitieswill be working together to launch this movement in the region
they are designated too. They will start by creating and managing a SnapChat
account for their region. The account will have global access to any user, regardless
of location, with the account name: CompileaSmile.
However, to promote global participation, the selfies sent to the account will be
transferred and compiled to a regional account based off of the location of where
the selfie is sent from.
Prior to the Special Olympics World Games every few years, the regional
ambassadors will be working together to incorporate the compilation of these selfies
into a mosaic collage using the resources that Special Olympics already provides.
Once the collage is completed, regional ambassadors will send the designs to the
global headquarters for Special Olympics. Prior to the start of the World Games, the
head marketing team of Special Olympics will have the already compiled selfie
collages for each region, printed on flags and hung throughout the different venues
at the World Games every two years to bring the meaning of the movement together
in one place, at one time.

SnapChat: The primary method of

communication. One of SnapChats features is its
daily stories, which are collections of user generated
snaps that vary by location. We will also buy out
multiple story feeds leading to the Special
Olympics events around the world, so that
SnapChat users can post their pictures together.
Users will also be able to tag the names of the
people in the selfies so that they can trace back to it
and find their specific photo
in the massive collage virtually through the regions Special Olympics website. We
believe this will create a sense of belonging and attachment to the movement, and
keep selfie takers involved with the most current state of the project. As for those
without SnapChat who still wish to participate, we will allow uploads directly to the
Special Olympics webpage as well as a tagging feature for the aforementioned
purpose.

Virtual Posters: In order to

keep costs down we will then
email these pre-designed
posters to disabled rights
groups as well as schools and
universities and athletic arenas.
We will also make posters
available for download from the
Special Olympics website.
Instead of a central location
sending out
ambassadors to communities, we want to create microcosms in every possible
community with their own ambassadors, because the message of the Compile a
Smile movement is not simply to raise awareness for this isolated event that can
occur anywhere around the world, it is to help build bonds within individual
communities.

PSA Video: This is a three minute clip that highlights the Compile a Smile
movement and as well as the meaning behind it. It will feature on the Special
Olympics website and their social media pages, in order to ensure maximum virility.

Billboards: An advertisement
strategy to spread the word about
the movement and encourage
people to take a selfie at that current
moment will be implemented
through billboard advertising.
 Professional Athletes: Role model athletes, very important
for young children, will help proliferate the message of our
campaign, and show that athletics knows no bounds, not even
disability. They will do this by making appearances at Special
Olympics events and posting selfies of themselves with
athletes on their social media pages.

Selfie Collage Flags: Every year,

a compilation of selfies forming the
Special Olympics symbol with a
mosaic design will be printed and
made into regional flags. Every two
years, the collection of flags will be
hung at the Olympic Games as part
of the movement.

The Selfie: The interaction

element in which we have decided to
incorporate as a strategy of reaching
out to our specific target market of
millennials. It will also help us
integrate our social media platform,
SnapChat, into the movement.
 Taking into account a limited budget of $250,000, the goal for this campaign is
to stay below the maximum allocationboth to inspire creativity as well as save
capital long term. Due to the nature of our idea, many tangible costs have been
mitigated by the utilization of technology coupled with user activity. The idea being
centered on a selfie requires little capital for both the user as well as the campaign
creating a very attractive opportunity.
Our main expenditure was allocated to SnapChat as a donation due to their
passion to be a part of the project, their belief in our idea as well as their added
expertise regarding the compiled metrics. Next are the cost of annual regional flags
for the global competition every two years being produced from the users selfies, as
well as any associated supplies or material to incorporate into the flags themselves.

Cost-Benefit Analysis
EXPENSES: ESTIMATED COST:

SnapChat My Story donation $ 75,000

Regional and World Flag Printing $10,000

Supplies/Material $2,500

Poster and Video design $10,000

Billboards $12,000

Additional Marketing $10,000

TOTAL: $119,500
 Utilizing our partnership with SnapChat was key in not only compiling the
photos at year end but also provided a unique advantage for gauging user activity
throughout the year. SnapChat has agreed to provide detailed user activity
spreadsheets on both a monthly and quarterly basis breaking down our user base by
location, page frequency as well as user demographics. This information will then be
analyzed to help identify locations where we succeeded and more importantly our
areas of improvements.

Brault, Matthem W. "School-Aged Children With Disabilities in U.S. Metropolitan

Statistical Areas: 2010." United States Consensus Bureau. United States
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