December 8, 2015
By Steve Helm
LatinWorks, the award-winning, full-service cultural branding firm has been selected as the creative agency for Special Olympics Texas’ (SOTX) Capital Campaign. The latest project, done pro bono by LatinWorks, features two videos in which SOTX athletes (swimmers in one and a powerlifter in the other) are striving to complete their competition, but can only do so with the help of their supporters. The campaign, which will coincide with the organization’s End of Year Campaign, launched on Tuesday, Dec. 8 and will run until Friday, Jan. 15, exclusively at www.sotx.org and on SOTX’s social media accounts.
All funds raised through these videos during that time period will go on to help complete the Capital Campaign for SOTX’s brand new state-of-art chapter headquarter office in Austin, The Christi Stanley Building, which opened in June 2015. The campaign opened with the video featuring the SOTX swimmers and the video focused on the powerlifter will debut on Dec. 22.
As the viewer watches the first video, they notice that it stops and goes to a loading screen. The viewer has to “donate” to help the athletes “unfreeze” and “finish their race”. Once they have made a donation to help the athlete finish the race, they will be prompted to the next video, which shows how the competition concludes.
In addition to portraying that community support is essential to SOTX athletes succeeding, these videos also strive to raise awareness for the many sports SOTX offers. Often times, those who are not familiar with Special Olympics assume the program provides only a Track & Field competition once a year, but because people with intellectual disabilities have many abilities, SOTX offers 22 sports.
The Department (Dallas, Texas) played a critical role the production of this campaign for LatinWorks and SOTX, as it assisted with coordinating the donation of services and equipment for filming both public service announcements.
LatinWorks and SOTX collaborating on this project marks is the second time the two have worked together to produce a marketing campaign. In April 2014, they released the “We See Abilities” video and print campaign, which featured the talented work of California-based artist and photographer Queenie Liao. The “We See Abilities” campaign was designed to help raise awareness that SOTX is here to help people with intellectual disabilities, by aiming to debunk the perception that these disabilities are something to shield or apologize for. The goal of the campaign was to encourage parents to see their child as stars, acknowledge their abilities and proudly share their stories with the world.