27 February 2014
Y&R SA’s Johannesburg agency recently hosted soccer legends, Mark Fish and Phil Masinga with dance music producer, DJ Cleo and the Special Olympics client team in preparation for the Special Olympics Malawi Unified Football Invitational, held on Sunday, 9 February 2014.
All three celebrities were part of a local group that issued a friendly match invitation to the Malawian National Football Team, who accepted and joined them on the field with Special Olympics athletes from Malawi.
The match was co-hosted by the Malawian President and Special Olympics committee in order to draw attention to and challenge the rife discrimination and limited access to people with intellectual disabilities to social services.
‘The African Leaders Forum on Intellectual Disability’ conference was held in conjunction with the invitational, and was attended by President Dr. Joyce Banda and other high profile delegates from different countries. According to President and MD of Special Olympics Africa, Dr. John Dow Jr., “It was an amazing opportunity to host the events in a country that has become a champion for the rights of the intellectually disabled.”
Tim Shriver, Chairman and CEO of Special Olympics, and David Sable, Global CEO of Y&R, announced last year that Y&R was named as the first-ever global agency of record for the Special Olympics marketing efforts. The account is led out of Y&R’s New York office, working with the agency’s global network in markets where Special Olympics operate – South Africa being one of them.
In light of this affiliation, Y&R SA’s Johannesburg office created a radio and TV commercial that aired in Malawi to promote the event. It also offered the use of video conferencing facilities to connect the SA celebrity volunteers with Malawian journalists.