powered by inclusion: the special olympics activation toolkit

speaker1

Welcome to 'Powered by Inclusion: The Special Olympics Activation Toolkit'! I'm your host, and today we're diving deep into one of the most impactful partnerships in the world: The Coca-Cola Company and Special Olympics. Joining me is my co-host, who will be asking all the right questions to help us explore this incredible journey of inclusion and community. So, let's get started! What do you think about when you hear 'Special Olympics'?

speaker2

Hmm, I think of athletes with intellectual disabilities competing in various sports, but I also know there's so much more to it. Can you tell us more about the partnership between The Coca-Cola Company and Special Olympics, and why it's so important?

speaker1

Absolutely. The Coca-Cola Company has been a founding partner of Special Olympics since its inception in 1968. This partnership is not just philanthropic; it's a strategic alliance that drives our ESG goals, enhances our corporate reputation, and fosters a culture of inclusion. Special Olympics is a global movement that creates a more accepting and inclusive world through the power of sport. By supporting this, Coca-Cola is helping to transform the lives of millions of individuals with intellectual disabilities. It's a win-win for everyone involved.

speaker2

That's amazing! But how does Special Olympics differ from the Olympics and Paralympics? I think a lot of people might not fully understand the distinctions.

speaker1

Great question. The Olympics is for elite athletes from around the world, and the Paralympics is for athletes with physical disabilities. Special Olympics, on the other hand, is specifically for athletes with intellectual disabilities. It's not just about competition; it's about creating a sense of community, acceptance, and inclusion. Every athlete, regardless of their ability, has the opportunity to participate and shine. It's a celebration of human potential in its truest form.

speaker2

I see. So, what is the global impact of this partnership, and how are local markets getting involved?

speaker1

The global impact is profound. Special Olympics has over four million athletes and one million coaches and volunteers in more than 200 countries. The partnership with Coca-Cola has helped to expand these numbers and create more opportunities for inclusion. Locally, markets are leveraging this partnership in various ways. For example, they're organizing events, providing volunteer opportunities, and integrating Special Olympics into their brand activations. This not only benefits the athletes but also strengthens community ties and enhances the company's reputation.

speaker2

That sounds incredible. So, what exactly is the activation toolkit, and how will it help markets to get involved?

speaker1

The activation toolkit is a comprehensive guide designed to help markets activate the Special Olympics partnership. It includes clear explanations of the partnership, available assets, and case studies to inspire action. The toolkit provides a simple and effective framework for internal and external activations. It outlines how markets can engage their teams, customers, and communities in meaningful ways, ensuring consistent and impactful activation across all regions.

speaker2

I can see how that would be incredibly helpful. What about internal engagement and corporate volunteering? How does the toolkit support that?

speaker1

The toolkit emphasizes the importance of internal engagement. It provides resources and ideas for system engagement, such as organizing volunteer days, hosting internal events, and integrating Special Olympics into employee wellness programs. By involving associates in these activities, we not only support the athletes but also foster a sense of pride and belonging within the company. It's a powerful way to build a more inclusive culture.

speaker2

That makes a lot of sense. How can this partnership enhance customer relationships and brand activation?

speaker1

The partnership offers unique opportunities to connect with customers on a deeper level. By integrating Special Olympics into brand activations, such as Share a Coke, Coke Studio, and shop floor promotions, we can create meaningful experiences that resonate with consumers. These activations not only raise awareness but also demonstrate our commitment to inclusion and social responsibility. Customers are more likely to support brands that align with their values, and this partnership is a powerful way to do that.

speaker2

Absolutely. I'm curious, how does this partnership fit into Coca-Cola's ESG strategy and corporate reputation?

speaker1

The partnership is a cornerstone of our ESG strategy. By supporting Special Olympics, we're addressing social issues, promoting inclusion, and making a positive impact on communities worldwide. This aligns with our sustainability goals and helps to strengthen our corporate reputation. It shows that we're not just a company that sells a product; we're a company that stands for something bigger. This partnership is a testament to our commitment to creating a better world.

speaker2

That's really inspiring. Can you share a case study to give us a better understanding of how this partnership has been successful in the past?

speaker1

Certainly. One of the most recent and impactful examples is the Berlin 2023 World Games. The Coca-Cola Company played a significant role in this event, from sponsoring the athletes to organizing activations that engaged both employees and customers. The games were a huge success, not only in terms of competition but also in raising awareness and fostering inclusion. The campaign report from Berlin 2023 provides detailed insights into the strategies and outcomes, showcasing how the partnership can drive meaningful change.

speaker2

Wow, that's impressive. What are some of the future goals and ambitions for this partnership?

speaker1

Our ambition is to take the Special Olympics partnership to the next level. By 2031, we aim to have a consistent activation in priority markets across Europe and NAOU. We want to see all TCCC Europe Associates dedicating at least one of their allocated volunteering days to support Special Olympics. Additionally, we plan to leverage Special Olympics athletes as ambassadors to raise awareness and engage the system. The goal is to make this partnership a central part of our culture and operations, driving inclusion and positive change at every level.

speaker2

That's an ambitious and inspiring goal. How do you plan to leverage these athletes as ambassadors?

speaker1

We're planning to work closely with Special Olympics athletes to tell their stories and share their experiences. These athletes are powerful advocates for inclusion and can inspire others to get involved. By featuring them in our marketing campaigns, internal communications, and community events, we can raise awareness and create a more inclusive environment. Their stories will not only highlight the impact of the partnership but also serve as a call to action for others to join us in this journey.

speaker2

That sounds like a fantastic way to keep the momentum going. Thank you so much for sharing all of this with us today. It's clear that the partnership between The Coca-Cola Company and Special Olympics is truly making a difference in the world.

speaker1

Thank you for joining us. We hope you've gained a deeper understanding of the importance and impact of this partnership. If you'd like to learn more or get involved, visit our website for more information. Stay tuned for more episodes where we explore other groundbreaking initiatives. Until next time, keep spreading the message of inclusion and making a positive difference in the world.