The campaign, which will run ahead of the Special Olympics European Football Week (May 1-9), sees the terrestrial debut of the Special Olympics ad 'Different'.
The commercial, created by J Walter Thompson, won a Gold award and the Juror's Prize at the 2001 Cannes International Advertising Festival.
The 30-second spots on Channel 4 will ask viewers to donate skills, time and money via the www.specialolympicsgb.org website.
MindShare has secured free airtime for the campaign on Eurosport and CNBC, and the ad will also be shown in football stadia.
Analysis, page 14.
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