People often cannot comprehend the tremendous feat these Paralympians overcome and what it takes to even reach the podium, let alone compete. @SeeLikeMenna is the first ever Instagram experience that lets you see the world through the eyes of visually impaired skier and Paralympic gold medalist, Menna Fitzpatrick as she trains. We created a community around Menna comprised of tens of thousands of followers who interacted with the visually arresting content we created, both video and stills, that accurately reflected her 3% vision. Her own first-person caption copy also helped anchor the experience in authenticity. For the first time ever, people could experience what it’s like to be a visually impaired Paralympian competing for gold. And we did so on mobile, because in 2018, there has been a 50% rise in mobile viewership of the Olympic and Paralypmic Games.

We created the @SeeLikeMenna Instagram account along with a teaser video to help build a community around Menna. During the peak of the Olympics, a series of first-person POV videos were posted each day along with stills that let people experience what it’s like to be a Paralympian with only 3% vision. The teaser video was translated into 20+ languages and was published on YouTube and Facebook, that also directly linked to the @SeeLikeMenna Instagram account. We ensured journalists could access Menna for interviews, coordinating television appearances.Our implementation of our pr plan helped spark a global discussion, and helped grow our following to tens of thousands of followers.

Tier 1: With close to 1200 feature press placements at top tier publications around the world, @SeeLikeMenna earned notable coverage on BBC News, Mashable, The Times, The Telegraph, Huffpost, and Forbes to name a few. With @SeeLikeMenna live two weeks prior to the Paralympics, press placements sparked conversation. Interest continued to build as Menna became Britain’s most decorated winter Paralympian ever. At the height of the Paralympics, Menna had over 10,000 followers with an average view of 2,000 per post.

Tier 2: Ultimately, Toyota’s mission helped make the 2018 Paralympics the most watched games in history. They also moved from below 1% association with the Paralympic to become the #2 brand associated with the Games.

Tier 3: Total generated global impressions topped 15 billion and Toyota ranked within the top three of worldwide sponsors associated with the Games, ranking higher than brands that have been Olympic Sponsors for 30+ years

Toyota's first-ever global brand campaign, marked Toyota's shift from an automobile company to a mobility company and was the first time that the company was sharing its vision for mobility with the world. PR was an integral part of launching the campaign as a global communications strategy needed to be developed to effectively define Toyota's vision as well as their mission to elevate the Paralympic Games. Menna's huge success at the Paralympics also garnered interest from international publications around the worlds who were seeking a better understanding of what it was like to compete as a visually impaired skier.

As this was a first-ever global campaign and major brand announcement for the automotive brand, PR conducted a targeted media outreach approach that strategically expanded on Menna's inspirational mobility story across both traditional news outlets and online publications.

We launched at the high peak of the Olympic games to give global attention to the often overlooked Paralympic games, targeting a wide variety of publications including tech, accessibility pubs, and sports news.

As the first ever Official Mobility Sponsor of both the Olympic and Paralympic Games, Toyota wanted to demonstrate its commitment to becoming a mobility company on a global platform. But instead of telling people we were no longer just a car company, the brief was to prove it through the partnership by elevating the Paralympic Games and empowering the athletes who defy the odds to overcome the impossible.