Objectives and strategy
We wanted sports clubs to start playing integrated sports. More specifically, we wanted to reach a growth of 60% in the number of special athletes over 4 years and a growth of 60% sports clubs to offer inclusive sports.
We needed to reach everyone who plays sports in Belgium. With no media budget and very little owned reach, the smartest way to engage our audience was through their biggest influencers: their own sports heroes. We used top athletes both as a messenger and as a channel to reach millions of their (social media) fans. We needed their...