The Paralympic Games in London continue to draw huge interest and deliver massive success for Ireland.  Michael McKillop landed his second Gold and Ireland’s fifth of the games last night when he completed the 800m and 1500m double in his class with a stunning run before 80,000 people in the Olympic Stadium.
His victory also provided one of the best moments of sponsorship activation across the Games.  Sponsors are in greater evidence at the Paralympics and are invited to present medals alongside representatives of the International Paralympic Council.
Generally speaking this is done by senior management or key contacts but Procter & Gamble upped the stakes when inviting McKillop’s mother Catherine to present his medal.  Throughout the company’s Olympic and Paralympic activation the company has focused on ‘Mums’ and this was a simple, natural and very effective continuation of that.
It also shows that planning and imagination around the small details can deliver the moments that people will remember in a very positive manner from all the many millions that are spent on rights and activation.
McKillop himself knew nothing of the plan but had already paid enormous tribute to his parents as the reason he was standing in the Stadium having brought him to all the right specialists and physio’s in treating his cerebral palsy.  His father Paddy is his coach and the host broadcaster Channel 4 gave as much coverage to his story as to any of the successful Team GB athletes during last night’s coverage.
Ireland has eight athletes in competition today with the best hope of a medal probably lying with Orla Barry in the Discus starting at 7pm.
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