Romanian athletes support Special Olympics Romania, in a new image campaign

Ads, Creativity, CSR

CohnandJansen JWT and sign the new image campaign for Special Olympics Romania. Started from the insight according to which any athlete deserves fans’ appreciation, the 2 agencies came up with a creative concept encouraging athletes to support the Special Olympics Romania athletes who participate to Summer Special Olympics in Los Angeles.


Any athlete wants and deserves fans but the cause of those from Special Olympics Romania is little known to the public. The current campaign wants to solve the need of awareness of the NGO and its initiatives and offer to Special Olympics athletes the attention and support they deserve and need.

At Summer Special Olympics, Romania will be represented by 29 people who will compete in swimming, artistic gymnastics, table tennis, unified football and athletism.

The communication campaign takes place between July 15th to August 4th and its call to action proposes to professional athletes to “donate fans” by creating a short movie, nominating other 2 famous athletes and uploading the movie on their personal Facebook page or profile, along with a link towards campaign’s app. The app will centralize all donated fans by each of the involved athletes.

The teams working on the campaign

  • CohnandJansen JWT: Adrian Marciu – Art Director, Alexandra Manoila – Copywriter, Iulia Niculae – Account Director, Alex Negoiescu – Group Creative Director, Monica Radulescu – Head of Digital & Strategic Planner.
  • (responsible for the online component of the campaign): Cristina Bara – Senior Web Developer, Robert Capraru – Digital Art Director, Vlad Paun  – CTO.
  • Special Olympics Romania: Emilia Ispas – Program Director and Alina Coman – Development Officer.