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Experience

Founder and Marketing, Communications & Social Media Management - Special Olympics USA Scarf Project

Industry

Non-Profits

Challenge

The idea for a scarf project resulted from an opportunity to provide a gift of welcome for the athletes of the 2009 Special Olympics World Winter Games held in Boise, Idaho. A call went out for 5,000 Red Heart delft blue & white scarves, and by Games time nearly 60,000 scarves had arrived from every state in the U.S. and from 12 countries around the world. The challenge for H2 BrandWorks was then to carry this project through to one that could live on in years to come.

Solution

Securing of a national sponsor in Red Heart Yarns, and creation of the annual "Special Olympics USA Scarf Project," whereby knitters and crocheters generously knit, crochet and ship their handmade gifts to participating Special Olympics Programs across North America. The USA Scarf Project is managed online through a custom-designed website and through concerted social media marketing.

Success

In its first year, the USA Scarf Project received over 26,000 scarves for the 35 participating Special Olympics Programs. In its second year for 2012, the USA Scarf Project received over 50,000 scarves for the 40 participating Special Olympics Programs. Handmade scarves donated as a result of the 2012 Special Olympics USA Scarf Project will be a symbol of unity, support, compassion and empowerment, as the Special Olympics athletes, coaches, families, volunteers and supporters wear them with pride in knowing they have become part of the Special Olympics family.

Now with over 10,000 Facebook likes and an active online following, the USA Scarf Project continues to thrive from year to year, having garnered millions of impressions across social media, blogs and other local and national media coverage.