Target
The general public – both supporters and opponents of the Torch Run due to its controversial nature – local and international media and government officials in the United States and China.
Goal
To identify a pool of individuals who run with the Olympic Torch along the streets of San Francisco. Once those runners were identified, to provide the media and the general public with compelling stories of why each torchbearer was deserving of this honor.
Work
DP&A conceptualized the campaign theme of Sustainable Journey, reflective of three elements: San Francisco’s reputation as the American city most committed to sustainable and environmentally friendly business practices; the “sustainable journey” of China’s 5000 year history as a nation; and the “sustainable journey” of the modern Olympics. Tactics included a continuously updated website, community outreach via public meetings, coordination, vetting and credentialing of more than 600 international media and serving as spokesperson for the campaign during the six months leading up to the run, and the day of, April 10, 2008.
Outcome
San Francisco was the only city in Europe or the Americas where the Torch had a successful and violence free run. Specific praise was given to DP&A for its pre-run efforts, and for David Perry’s live on-air duties as San Francisco spokesperson the day of the relay.