Results and Effectiveness

Client evaluation: The clients raved that it was a most innovative idea they have ever seen. Media coverage: In media value the baton starting ceremony picked up by newspapers and TV accounts for approximately 112,000US$ in free publicity.

Creative Execution

2. Solution Produce a “message baton” using the idea of a baton for sports competition and engraving this with a message. Spread the message through a baton relay of handing it from one person to another. This revolutionary idea makes this an ongoing campaign without using money. We were able to achieve sending a deep and impactful message through people without using money as other campaigns do. It provides a heart warming moment to many people almost as if it were a present from a stranger!

Insights, Strategy and the Idea

1. Insight: The Special Olympics is hardly known in Japan. Strategy: Develop a sustainable campaign to raise awareness without using a lot of money. Idea: Produce a “message baton” engraved with a message and using the idea from a sport’s competition baton. Spread the message through a relay where the baton is handed on from one person to another.