#StareAtGreatness – Citi & International Paralympic Committee
Citi has been partners with the International Paralympic Committee since 2018. Ahead of the 2020 Tokyo games, the global bank kicked off a campaign that challenged consumers to “stare at greatness,” an effort to help change a perceived negative of staring at a person with a disability into staring at a person for their talent and success.
Citi also launched an integrated campaign to engage colleagues and consumer globally by hosting over 120 events for colleagues with Team Citi Paralympians ranging from panel discussions to virtual workouts, and by encouraging colleagues from around the world to send their support to athletes with digital or handwritten notes.
Murals, designed by a local disabled artist, were hung in four markets aligned with the timing of the Tokyo 2020 Paralympic games in Hong Kong, London, Mexico City, and New York City. A QR code on each mural drove traffic to a website containing more information about the artist.
The “Stare” ad campaign garnered 102 million impressions in the US (and 7 million abroad.) Citi was one of the top 10 most mentioned brands during the Games while the murals garnered more than 3 million impressions in the four global markets. Media coverFW included Forbes, People, The Times (UK), and other publications. Citi provided more than $2 million worth of grant funding to the IPC and its athletes. During the Pandemic, Citi diverted $1 million of it IPC advertising budget to donate to 39 nonprofits in the U.S. serving low-income individuals with disabilities, which helped more than 50,000 individuals with medical care, job training, food, and other essential needs.