Special Olympics fights for total inclusion for all people with Intellectual Disabilities around the world. However, a majority of the public believes that people with Intellectual Disabilities need to be separated for their own special needs and health requirements. This is untrue. And this is segregation. It is detrimental to the health and well-being of people with intellectual disabilities and to society at large.
Despite sportswear marketing including athletes with diverse backgrounds and abilities, these global brands have never included athletes with Intellectual Disabilities in general market sportswear advertising. Ever.
Instead of asking brands to be inclusive of people with intellectual disabilities, we gave them no choice by creating a way for them to do it easily that also raises money. And our own print and OOH using the Images for Inclusion contributed to the representation of people with disabilities.