Bank of America


How could Bank of America use its influence to create a nationwide movement for inclusion and respect?”


Activation, Digital, Experiential, OOH, Social, TV

With the 2015 Special Olympics World Games coming to Los Angeles, we created a movement to generate awareness, respect, and inclusion for individuals with intellectual disabilities: #PassTheFlame. 

Leading up to the Games, thousands of volunteers carried the Flame of Hope through all 50 states during the first Unified Relay Across America. To support the effort, we launched a cross-channel campaign that connected people to the Relay, World Games, and the mission of Special Olympics. 

Across all integrated channels, a suite of content sparked a broader awareness about the movement and highlighted inspirational stories. The campaign concluded with content capture at the Games, which featured more than 6,500 athletes from across the world and 3,000 employee volunteers.

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