Agency: Hill+Knowlton Strategies - Team GB - British Olympic Association
In the midst of Brexit, when the public had never been so divided, the British Olympic Association (BOA) enlisted H+K to help unite and inspire the nation. Giving Team GB voice on issues beyond sport, we focused on the things that bring us together, creating a powerful, purpose-driven campaign.
The production of a three-part miniseries ‘Love Stories’ was part of the wider campaign, ‘This Is What Makes Us’, demonstrating the diversity of Team GB. The films celebrated every form of love, recognising that our relationships – whether that be with partners, siblings, children or parents – are one of the things that make us great. Olympians past and present took part, including gold-medal hockey winning players Kate and Helen Richardson-Walsh, triathletes Jonny and Alistair Brownlee, and divers Jack Laugher and Lois Toulson; all sharing their experiences of love and their account of what it means to them.
The campaign launched on 14th February 2020, profiled in a two-page spread in the Daily Telegraph, covered by 10 leading lifestyle titles including Shortlist, Balance Magazine and JOE.co.uk, and gained industry recognition by Sports Industry Group and PR Week. Team GB even featured the campaign on Piccadilly Circus’ iconic screens.