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Get 100,000 People to show up a year before the event? No sweat.

Olympic athletes bask in glory. Paralympians—like cyclist Sam Cavanaugh—bask in blood, sweat and anonymity. Training at unholy hours.

Doing things the human body—especially his—just isn’t meant to do.

But mostly, showing anyone who cares to notice what the word determination truly means.

In 2011, The Hartford decided it was time to shift the spotlight onto our Paralympic hopefuls.

“Achieve Without Limits” started with a simple quid pro quo—for every “Like” The Hartford received, they’d donate $1 to help the athletes train. Then we overhauled their social presence with videos and games designed to bring people closer to the athletes. The end result: a crowd of over 100,000 people showing up to shower our Paralympic athletes with the recognition they so deserve, but would never ask for.

Paralympics Social Media Campaign

3,400%


Increase in "Likes" in less than 30 days.

14K+


@HartfordAchieve Twitter followers - double that of @TheHartford.

Paralympics Excuse Converter

Heather Menard

Heather Menard
Practice Area Lead

Heather leads our consumer practice. She's spent 20 years building integrated marketing campaigns and digital solutions that connect brands and consumers.

Talk to Heather
Heather Menard