The It’s a Penalty campaign film for Rio 2016, which features Usain Bolt, Cathy Freeman, Francois Pienaar, Gary Lineker, Denise Lewis, and Tanni Grey Thompson, was shown at the Olympic Park and seen by 500,000 visitors.
The campaign film was also shown in-flight on 9 international airlines, including TAM, Virgin Atlantic, American Airlines, British Airways, Virgin Australia, TAP, Ethiopian Airlines, Iberia and Emirates, throughout the months of July, August and September 2016, reaching 40 million passengers worldwide.
On the ground in Brazil, thousands of wristbands, flyers and posters were distributed by 700 volunteers in Rio and the other hosting cities – 120,000 sporting fans have been reached!
Our global social media campaign is expected to have reached over 74 million people, and actual media coverage of the It’s a Penalty campaign has so far reached 30 million people globally!
The Rio 2016 Olympic and Paralympic games may be finished. But the work isn’t over.