Howard Brodwin, founder of SportsandSocialChange.org, and I are both sports fans and we both collectively lamented that in forfeiting his Tour de France victories Lance Armstrong effectively admitted to doping during his career.
I wrote to Howard, “A lot of us like sports/athletics because even though we know the best athletes are still human, we admire them because of their super-human performances. When they dope, however, it kinda takes the air out of that idea. I'm disappointed and sad.”
Howard, wisely, responded, this way: “I know what might cheer you up, and it starts next Wednesday. http://www.paralympic.org.”
You kinda have to hunt down the TV coverage, but the Paralympics, which wraps up on Sept 9 in London, has been just splendid.
And, as Howard points out, individual Paralympians have been a terrific source for cause marketing gold.
Television spots from Coca-Cola, Citibank, and British Petroleum all feature inspiring Paralympians, and even Special Olympians. Check the SportsandSocialChange.org site for more links to the spots.
And do yourself a real favor and watch some Paralympics coverage. It will help you get some of that nasty Lance Armstrong taste out of your mouth.
Labels: British Petroleum, cause marketing, Citibank, Coca-Cola, Howard Brodwin, Lance Armstrong, Lance Armstrong Foundation, Paralympics, Sports And Social Change