Client: United Parcel Service (UPS-Russia)

Date: July 2000

Place: Moscow

Background: UPS has a status of World Olympic Partner. Olympic Sports Legacy Program is executed within the framework of this partnership to supply sports equipment to the non-privileged children sports schools. Russia was first included in this program in the year 2000.

Goals:

• Informing the target groups and wider audiences about UPS' partnership with the International Olympic Committee
• Strengthening UPS image among the regional and foreign clients and partners
• Providing wide publicity for the UPS pro bono event

Strategies:

• In order to ensure wider media coverage, the Agency advised to organize a summer children championship. For this purpose, it was agreed with the Southern District of Moscow that the championship will be conducted on the territory of Kolomenskoye National Museum
• media briefing was conducted before the official start of the championship
• Among the beneficiaries were schools, children sports institutions of the Southern District, Vladislav Tretyak International Sports Academy, etc.
• The feasts were facilitated by clowns, music bands, etc.

Results:

• the pro bono event widely resonated with the media (7 TV shorts plus extended press coverage)
• the beneficiaries were carefully selected and the donations were made only for those who really needed