{"id":10222,"date":"2022-08-10T14:07:07","date_gmt":"2022-08-10T14:07:07","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/?post_type=event-post&#038;p=10222"},"modified":"2022-08-10T15:46:07","modified_gmt":"2022-08-10T15:46:07","slug":"wethe15-campaign","status":"publish","type":"event-post","link":"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/purpose-categories\/wethe15-campaign\/","title":{"rendered":"WeThe15 Campaign"},"content":{"rendered":"<!-- blocks\/hero-editorial -->\n<!-- inc\/hero-editorial -->\n<div class=\"hero es-hero__editorial hero--var-1\" role=\"banner\">\n\t<div class=\"hero__image\" style=\"background-image: url(https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/MG_0764-scaled.jpg);\">\n\n\t\t<div class=\"hero__overlay grad-overlay content-bottom\">\n\t\t\t<div class=\"container\">\n\n\t\t\t\t<div class=\"hero__content\">\n                    \n\t\t\t\t\t<div class=\"hero__content__inner\">\n\t\t\t\t\t\t                            <p class=\"es-label es-label--md\">\n                                \/\/ SHORTLISTED                            <\/p>\n                        \t\t\t\t\t\t<a href=\"https:\/\/leadersinsport.com\/sport-business\/?post_type=event-post&#038;p=10186\" class=\"theme-dark hero__back-link back-link es-label es-label--sm\">\n\t\t\t\t\t\t\t<span class=\"icon icon--md icon--arrow-left\"><\/span>INCLUSION<\/a>\n\n\t\t\t\t\t\t<h1 class=\"hero__title\">WETHE15 CAMPAIGN<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n                  <div class=\"hero__logos\">\n              <ul class=\"hero__logos__list\">\n                                        <li>\n                                                <img decoding=\"async\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/IPC_Primary-Emblem_white-copy-300x89.png\" alt=\"\" \/>\n                                                <\/li>\n                                        <li>\n                                                <img decoding=\"async\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/Logo_IDA_White-300x101.png\" alt=\"\" \/>\n                                                <\/li>\n                                        <li>\n                                                <img decoding=\"async\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/AdameveDDB_WhiteType_MASTER_logo_2020-300x116.png\" alt=\"\" \/>\n                                                <\/li>\n                                <\/ul>\n          <\/div>\n        \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n\n\n<!-- blocks\/section -->\n<section\n  class=\"es-section flexible-section  text-only theme-light\"\n    >\n                <div class=\"container\">\n                                    <div class=\"bg-striped-pattern__inner section-padding-top section-padding-bottom\">\n                <div class=\"es-section__inner col-parent col-parent--stack-sm\">\n                                            <div class=\"es-section__sidebar es-section__sidebar--sticky col col--12 \">\n                            \n                            \n                            \n                                                            <div class=\"es-section__text content-area\">\n                                    <p><p>WeThe15 aspires to be the biggest human rights movement to represent the world\u2019s 1.2 billion persons with disabilities.<\/p>\n<p>Launched ahead of the Tokyo 2020 Paralympics, WeThe15 aims to end discrimination towards persons with disabilities and act as a global movement publicly campaigning for disability visibility, accessibility, and inclusion.<\/p>\n<p>Objectives:<\/p>\n<ul>\n<li>Create a movement to represent the world\u2019s 1.2 billion persons with disabilities<\/li>\n<li>Unite international organisations and businesses behind a global human rights movement for change<\/li>\n<li>Increase global awareness that 15% of the world\u2019s population has a disability<\/li>\n<li>Place persons with disabilities at the heart of the inclusion agenda<\/li>\n<li>Maximise impact through partnerships and value in kind support<\/li>\n<\/ul>\n<\/p>\n                                <\/div>\n                            \n                            \n                            \n                                                    <\/div>\n                                        <div class=\"col visibly-hidden col--flex-align-right\">\n                                            <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        <\/section>\n\n\n<!-- blocks\/video -->\n<!-- inc\/comp\/video -->\n<section class=\"video  grad-map--1 grad-map--1--no-greyscale \" id=\"\">\n    <div\n      class=\"video__image \"\n      style=\"background-image: url(https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/Screenshot-2021-07-20-at-11.31.28-1024x640.png);\"    >\n        \n                    <div class=\"video__overlay theme-dark\">\n                <div class=\"wrapper wrapper--md\">\n                    <div class=\"video__content\">\n                        <div class=\"video__content__inner\">\n                                                            <div class=\"icon icon--play icon--xlg\" tabindex=\"0\" role=\"button\" data-modal-id=\"vimeoModal735470114\" data-vimeo-video-id=\"735470114\"><\/div>\n                            \n                                                            <p class=\"video__label es-label es-label--md \">WATCH<\/p>\n                            \n                                                            <h2 class=\"h2 video__title\">FIND OUT MORE<\/h2>\n                            \n                                                            <p class=\"video__text es-label es-label--sm\">\n                                    &#8211; 1.30 mins                                <\/p>\n                                                    <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        \n    <\/div>\n<\/section>\n<!-- inc\/comp\/video-modal -->\n<section class=\"es-modal es-modal--video\" id=\"vimeoModal735470114\" data-vimeo-video-id=\"735470114\">\n    <div class=\"es-modal__box\" role=\"dialog\" aria-labelledby=\"modal_735470114_title\" aria-modal=\"true\">\n        <div class=\"es-modal__controls theme-dark\">\n            <button class=\"es-modal__control es-modal__close icon icon--md icon--cross\" aria-label=\"Close Modal\"><\/button>\n        <\/div>\n        <div class=\"es-modal__box__inner\">\n            <div class=\"theme-1\">\n                <div style=\"padding:56.25% 0 0 0; position:relative;\">\n                    <iframe id=\"vimeoVideo735470114\" src=\"https:\/\/player.vimeo.com\/video\/735470114\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" allow=\"autoplay; fullscreen\" allowfullscreen><\/iframe>\n                <\/div>\n\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<!-- blocks\/section -->\n<section\n  class=\"es-section flexible-section  text-only theme-light\"\n    >\n                <div class=\"container\">\n                                    <div class=\"bg-striped-pattern__inner section-padding-top section-padding-bottom\">\n                <div class=\"es-section__inner col-parent col-parent--stack-sm\">\n                                            <div class=\"es-section__sidebar es-section__sidebar--sticky col col--12 \">\n                            \n                            \n                            \n                                                            <div class=\"es-section__text content-area\">\n                                    <p><p>Strategic Considerations:<\/p>\n<p>The IPC brought together 20 international organisations spanning sport, human rights, civil society, business, to support WeThe15.<\/p>\n<p>Using the Tokyo 2020 Paralympics as a hook, the campaign launched with a targeted media relations push in 9 countries, a TV campaign in 60 countries, and a comprehensive digital media and influencer programme.<\/p>\n<p>The main touchpoints of the launch were:<\/p>\n<ul>\n<li>Creation of a WeThe15 identity representing the world\u2019s 15% with disabilities<\/li>\n<li>Media coverage secured through press packs and several spokespeople for interview<\/li>\n<li>Production of a 90-second hard hitting campaign film that was promoted across digital platforms and global TV stations free of charge<\/li>\n<li>Promotional partnerships with Facebook, Twitter, Google and TikTok and commercial partners<\/li>\n<li>Widespread political support from world leaders including the UN Deputy Secretary General, UNESCO Director General, UN High Commissioner for Human Rights and Prince Harry<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Results:<\/p>\n<ul>\n<li>Earned media coverage reached 6.2 billion people, equivalent to 80% of the global population<\/li>\n<li>#WeThe15 had 2.5 billion impressions on Twitter<\/li>\n<li>876 million views for #DisabilityAwareness on TikTok<\/li>\n<li>750 million people viewed the campaign film across TV and digital media<\/li>\n<li>5 million interactions of #WeThe15 content across Facebook and Instagram<\/li>\n<li>225 global iconic landmarks in 70 countries, including Time Square in New York, London\u2019s Picadilly Circus and Tokyo\u2019s Skytree, illuminated purple<\/li>\n<\/ul>\n<\/p>\n                                <\/div>\n                            \n                            \n                            \n                                                    <\/div>\n                                        <div class=\"col visibly-hidden col--flex-align-right\">\n                                 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class=\"es-carousel__image__inner\"\n                                                          ><\/div>\n                                                                <span class=\"es-carousel__image__icon es-carousel__image__icon--enlarge icon icon--arrow-double icon--lg\"><\/span>\n                                                                <img decoding=\"async\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/MG_0764-1024x683.jpg\" alt=\"\" \/>\n                            \n                            \n                            <div class=\"es-carousel__overlay\">\n                                                            <\/div>\n                        <\/div>\n                    <\/div>\n                                    <div\n                      class=\"es-carousel__item\"\n                                          >\n                        <div class=\"es-carousel__image\">\n                            <div\n                              class=\"es-carousel__image__inner\"\n                                                          ><\/div>\n                                                                <span class=\"es-carousel__image__icon es-carousel__image__icon--enlarge icon icon--arrow-double icon--lg\"><\/span>\n                                                                <img decoding=\"async\" src=\"https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/Screenshot-2021-07-20-at-11.46.14-1024x640.png\" alt=\"\" \/>\n                            \n                            \n                            <div class=\"es-carousel__overlay\">\n                                                            <\/div>\n                        <\/div>\n                    <\/div>\n                            <\/div>\n            <div class=\"es-carousel__arrows theme-dark\"><\/div>\n        <\/div>\n    <\/div>\n        <\/div>\n<\/section>\n\n\n<!-- blocks\/section -->\n<section\n  class=\"es-section flexible-section  theme-dark\"\n    >\n            <div class=\"grad-overlay grad-map grad-map--1 grad-map--1--semi-reveal\">\n            <div class=\"grad-overlay grad-map__item\"  style=\"background-image: url(https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2021\/12\/Inclusion-1-scaled-1.jpg)\"><\/div>\n        <\/div>\n                <div class=\"bg-grad\">\n                <div class=\"container\">\n                                    <div class=\"bg-striped-pattern__inner section-padding-top section-padding-bottom\">\n                <div class=\"es-section__inner col-parent col-parent--stack-sm\">\n                                            <div class=\"es-section__sidebar es-section__sidebar--sticky col col--4 \">\n                                                            <p class=\"es-section__label es-label es-label--md\">INCLUSION<\/p>\n                            \n                            \n                                                            <h2 class=\"h2 es-section__title\">OTHER SHORTLISTED ENTRIES IN THE <span>INCLUSION<\/span> CATEGORY<\/h2>\n                            \n                            \n                            \n                            \n                                                    <\/div>\n                                        <div class=\"col col--7 col--flex-align-right\">\n                                                        <div class=\"theme-light\">\n                                    <div class=\"cards cards--var-1 cards--col-6 cards--w-gutter col-parent col-parent--stack-mb\">\n                                                                                        <div class=\"es--separator\">\n                                                    <div class=\"es-section__label es-label es-label--lg light\">\n                                                        SHORTLIST                                                    <\/div>\n                                                    <div class=\"border\"><\/div>\n                                                <\/div>\n                                        <!-- inc\/comp\/card -->\n<a\n   href=\"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2022-categories\/purpose-categories-2022\/adidas-breaking-barriers-project\/\"  class=\"card col card--landscape card--has-text\"\n  >\n    <div class=\"card__inner \">\n                    <div class=\"card__image\">\n                <div class=\"card__image__graphic\"><\/div>\n                <div class=\"card__image__wrapper\">\n                    <div class=\"card__image__inner\" style=\"background-image: url('https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/adidas-Breaking-Barriers-Project-scaled.jpg');\"><\/div>\n                <\/div>\n            <\/div>\n        \n        <div class=\"card__content \">\n            \n            \n          \n            \n                        <div class=\"card__text-container\">\n                                    <p class=\"card__title\">\n                        adidas Breaking Barriers Project                    <\/p>\n                \n                                    <p class=\"card__text\">\n                        by adidas, 17 Sport, Common Goal, Women Win and Soccer Without Borders                                            <\/p>\n                            <\/div>\n\n            \n            <div class=\"card__bottom\">\n                                    <span class=\"card__link \">\n                                            <\/span>\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/a>\n<!-- inc\/comp\/card -->\n<a\n   href=\"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2022-categories\/purpose-categories-2022\/no-woman-no-try\/\"  class=\"card col card--landscape card--has-text\"\n  >\n    <div class=\"card__inner \">\n                    <div class=\"card__image\">\n                <div class=\"card__image__graphic\"><\/div>\n                <div class=\"card__image__wrapper\">\n                    <div class=\"card__image__inner\" style=\"background-image: url('https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/Copy-of-NoWomanNoTry-RedCarpet-WEBRES-143.jpg');\"><\/div>\n                <\/div>\n            <\/div>\n        \n        <div class=\"card__content \">\n            \n            \n          \n            \n                        <div class=\"card__text-container\">\n                                    <p class=\"card__title\">\n                        No Woman No Try                    <\/p>\n                \n                                    <p class=\"card__text\">\n                        by Hera Media and Ben &#038; Jack Studio                                            <\/p>\n                            <\/div>\n\n            \n            <div class=\"card__bottom\">\n                                    <span class=\"card__link \">\n                                            <\/span>\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/a>\n<!-- inc\/comp\/card -->\n<a\n   href=\"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2022-categories\/purpose-categories-2022\/creating-the-first-home-crowd-for-the-ioc-refugee-olympic-team\/\"  class=\"card col card--landscape card--has-text\"\n  >\n    <div class=\"card__inner \">\n                    <div class=\"card__image\">\n                <div class=\"card__image__graphic\"><\/div>\n                <div class=\"card__image__wrapper\">\n                    <div class=\"card__image__inner\" style=\"background-image: url('https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/Creating-the-first-Home-Crowd-for-the-IOC-Refugee-Olympic-Team.png');\"><\/div>\n                <\/div>\n            <\/div>\n        \n        <div class=\"card__content \">\n            \n            \n          \n            \n                        <div class=\"card__text-container\">\n                                    <p class=\"card__title\">\n                        Creating the first \u2018Home Crowd\u2019 for the IOC Refugee Olympic Team                    <\/p>\n                \n                                    <p class=\"card__text\">\n                        by Warner Bros. Discovery, IOC, UNHCR and R\/GA                                            <\/p>\n                            <\/div>\n\n            \n            <div class=\"card__bottom\">\n                                    <span class=\"card__link \">\n                                            <\/span>\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/a>\n<!-- inc\/comp\/card -->\n<a\n   href=\"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2022-categories\/purpose-categories-2022\/citi-stareatgreatness\/\"  class=\"card col card--landscape card--has-text\"\n  >\n    <div class=\"card__inner \">\n                    <div class=\"card__image\">\n                <div class=\"card__image__graphic\"><\/div>\n                <div class=\"card__image__wrapper\">\n                    <div class=\"card__image__inner\" style=\"background-image: url('https:\/\/leadersinsport.com\/app\/uploads\/sites\/3\/2022\/08\/Citi-StareAtGreatness.png');\"><\/div>\n                <\/div>\n            <\/div>\n        \n        <div class=\"card__content \">\n            \n            \n          \n            \n                        <div class=\"card__text-container\">\n                                    <p class=\"card__title\">\n                        Citi #StareAtGreatness                    <\/p>\n                \n                                    <p class=\"card__text\">\n                        by Citi, CSM Sport &#038; Entertainment, International Paralympic Committee, Ketchum and Publicis One Team                                            <\/p>\n                            <\/div>\n\n            \n            <div class=\"card__bottom\">\n                                    <span class=\"card__link \">\n                                            <\/span>\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/a>\n                                    <\/div>\n                                <\/div>\n                                                <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n                <\/div>\n    <\/section>\n\n\n<!-- blocks\/section -->\n<section\n  class=\"es-section flexible-section  theme-light bg-brandmark\"\n    >\n                <div class=\"container\">\n                                    <div class=\"bg-striped-pattern__inner section-padding-top section-padding-bottom\">\n                <div class=\"es-section__inner col-parent col-parent--stack-sm\">\n                                        <div class=\"col col--12 col--flex-align-right\">\n                                                        <div class=\"es-section__centered-content align-center\">\n                                                                            <p class=\"es-section__label es-label es-label--md\">29 September &#8211; 2 October 2025<\/p>\n                                    \n                                                                            <h2 class=\"h2 es-section__title\">Reach the Summit at Leaders Week<\/h2>\n                                    \n                                                                            <div class=\"es-section__text content-area\">\n                                            <p>The Leaders Sports Awards will kick Leaders Week off in style, but what else is happening across the week? <br><br> From tech launchpads to masterclasses, networking breakfasts to our brand new partner village, join over 3,000 executives from across the global sport business ecosystem at Leaders Week London.<\/p>\n                                        <\/div>\n                                    \n                                                                            <div class=\"es-section__cta\">\n                                            <a\n                                              href=\"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-week-london\/\"\n                                                                                            class=\"button\"\n                                            >\n                                                <span>EXPLORE LEADERS WEEK<\/span>\n                                            <\/a>\n                                        <\/div>\n                                    \n                                    <div class=\"margin-top-6\">\n                                        \n                                        \n                                                                            <\/div>\n                                <\/div>\n                                                <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        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