The Mindchanger Workout
Award: Wood Pencil
Wood Pencil / Media / Use of PR / 2017
Brazil was the host nation of the 2016 Paralympic Games.
A year before the event, 90% of Brazilians declared to have no interest in the Paralympics.
The Mindchanger Workout is a social video to make Brazilians rethink about the Games and invite them to see the greatness behind the parathletes.
This content became viral instantly with more than 2 million global shares and 96% of positive sentiment. For the first time in Brazil, the Paralympics was a hot topic on TV.
Rio 2016 ended up as the 2nd most attended Paralympic Games in history.
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