Who wouldn’t want to partner with the smiling faces of kids and adults in Extra Special People (ESP)?
This fall, Tailgate, a retail store in Athens, has partnered with ESP to create a campaign called “Dress Down for the Dawgs,” and it is genius. The idea is to celebrate individuals with Down Syndrome by dressing “down” for each football game. To spread the word, Tailgate has provided a few options:
- Wear a t-shirt to a home game
- Buy a Dress Down for the Dawgs button
- Buy the official t-shirt from Tailgate and donate 10% to ESP
- Post and use the hashtag #dressdownforthedawgs
- Invite social groups to join in
This campaign was certainly bigger than just brand awareness, but the local involvement did provide an opportunity for those in Athens to become more aware of individuals with down syndrome and partner with ESP in other efforts. Though it was not the main priority, the campaign also increased brand awareness for Tailgate as people would come to the store for buttons or t-shirts or see the hashtag on social media platforms. Overall, this campaign is special in the way it celebrates and unifies people while also informing a community on a couple different brands.