PASADENA, Calif. — The Special Olympics Athlete Oath is “Let me win. But if I cannot win, let me be brave in the attempt.” What’s braver than athletes who have defied stereotypes and incalculable odds to compete, represent their community, and bring glory to a sport they love? This is why Kaiser Permanente has created “Be Brave,” an integrated, multiplatform media campaign that celebrates the inspiring will and determination of Special Olympics athletes around the world. The campaign is being launched in phases starting Monday, June 22 and will continue to promote the Special Olympics World Games taking place in Los Angeles July 25 through August 2, 2015.
“Be Brave” features seven Special Olympics Southern California athletes who participate in their local Special Olympics games and competitions, as well as one who will compete on the world stage this summer along with 7,000 athletes from 177 countries. These athletes embody both the bravery of all athletes and also the greatness that every individual can achieve by pushing through life’s challenges.
“Special Olympics athletes exemplify what is possible when we embrace each other’s differences and unique gifts,” said Edward M. Ellison, MD, executive medical director for the Southern California Permanente Medical Group, and member of the Special Olympics LA2015 Board of Directors. “Every athlete deserves an encouraging fan base, especially these brave athletes who are thrilled to be visiting LA to compete in the World Games. We hope everyone will join Kaiser Permanente as we cheer on and celebrate the joy, courage, and determination of these extraordinary individuals.”
The campaign, which launched this morning with a digital billboard “takeover” of L.A. Live, will run until the culmination of the World Games on August 2, and includes a combination of radio ads featuring actress Allison Janney, electronic and traditional billboards, video-on-demand ads, dynamic online and mobile take-overs, as well as an interactive social media campaign that will feature “Faces of the Brave” and a “Brave Moment.”
“We want to encourage people to support the athletes via Facebook, Twitter and Instagram by telling us what #BeBrave means to them,” said Diana Halper, vice president of communications with Kaiser Permanente Southern California. “And once the World Games start, we want everyone to capture and share their favorite #BraveMoment from the Games.”
Kaiser Permanente is a Founding Champion and the Official Health Partner for the Special Olympics World Games Los Angeles 2015. More than 650 physicians and 160 support staff will be providing care to the athletes participating in the World Games competitions at venues such as the University of Southern California, University of California, Los Angeles, Long Beach and the Los Angeles Convention Center. The Games will be the largest sports and humanitarian event anywhere in the world this year and the single biggest event in Los Angeles since the 1984 Olympic Games.
For more information about “Be Brave” and Kaiser Permanente’s involvement with the Special Olympics World Games 2015, please visit www.kp.org/SpecialOlympics and follow us on Facebook, Instagram and Twitter. Show your support of the athletes by using #BeBrave and #BraveMoment across all social media networks. For more information about the LA2015 Special Olympics World Games, please visit www.LA2015.org.
About the Special Olympics World Games Los Angeles 2015 (LA2015)
With 7,000 athletes and 3,000 coaches representing 177 countries, along with 30,000 volunteers and an anticipated 500,000 spectators, the 2015 Special Olympics World Games – being staged in Los Angeles July 25 – August 2, 2015 – will be the largest sports and humanitarian event anywhere in the world in 2015, and the single biggest event in Los Angeles since the 1984 Olympic Games. The 2015 Special Olympics World Games, with the unparalleled spirit, enthusiasm, teamwork, joy and displays of courage and skill that are hallmarks of all Special Olympics events, will feature 25 Olympic-style sports in venues throughout the Los Angeles region. The Opening Ceremony, to be held July 25, 2015 in the historic Los Angeles Memorial Coliseum, site of the 1932 and 1984 Olympic Games, is expected to attract 80,000 spectators. On April 30, 2014, LA2015 and ESPN announced a global programming deal that will see ESPN bring coverage of World Games to millions of fans around the world. Honorary Chairs of the Games are President Barack Obama and First Lady Michelle Obama, with Los Angeles Mayor Eric Garcetti and California Governor Jerry Brown serving as Honorary Hosts. Current Founding Champions and sponsors include The Coca-Cola Company, Mattel, Deloitte, Toyota, Bank of America, Kaiser Permanente, OUE Skyspace Los Angeles, Los Angeles County Metropolitan Transportation Authority (Metro), Davis Elen Advertising, Microsoft, Toys“R”Us, The Walt Disney Company, Google, UPS, Herbalife Nutrition, Los Angeles Times, AMC Theaters, La Opinión, Los Angeles Tourism and Convention Board, WWE, AEG, Annenberg Foundation, David Geffen, Kate Capshaw and Steven Spielberg, Panda Express, and Knights of Columbus. LA2015, the Games Organizing Committee, is a recognized 501(c)(3) non-profit organization. For more information on the 2015 Special Olympics World Games, including volunteer and sponsorship opportunities, visit www.LA2015.org and on social media with #ReachUpLA on Facebook, Twitter and Instagram.
About Kaiser Permanente Southern California
Kaiser Permanente is committed to helping shape the future of health care. We are recognized as one of America’s leading health care providers and not-for-profit health plans. Founded in 1945, our mission is to provide high quality, affordable health care services to improve the health of our members and the communities we serve. We currently serve more than 4 million members in Southern California. Care for members and patients is focused on their total health and guided by their personal physicians, specialists and team of caregivers. Our expert and caring medical teams are empowered and supported by industry-leading technology advances and tools for health promotion, disease prevention, state-of-the-art care delivery and world-class chronic disease management. Kaiser Permanente is dedicated to care innovations, clinical research, health education and the support of community health. For more information follow us on twitter; @KPSCALNews or go to: www.kp.org/share.