Even though it is part of the Olympics, figure skating in the United States was seen more as a performance and less as an athletic sport. We set out to change that with a campaign that highlighted the unmatched resilience of the elegant athletes on ice.
“We all fall. It is how we get up that matters” became a new rallying cry for the athletes and for the growing audiences. GetUp became the expression that allowed the skaters to expand their message and become much more relevant. February 1st became the National GetUp day.
The campaign is digital at its core, letting fans participate not just on the website but even on the jumbotron during live events. The site aggregates social media activity related to the campaign and then a curated selection of these messages makes it back into the social channels.
We created a total of three TV spots that have been aired more than any spot for the winter sport in its 100 year history. 75% of those who were exposed to the campaign considered figure skating an athletic sport.
And yes, our campaign embraced Adam Rippon, before he became the new face of U.S. Figure Skating.
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