Special Olympics

Background

While the success of the 2026 Special Olympics USA Games depends on a large volunteer base, recruiting enough individuals remains a major challenge.

Despite ongoing outreach, current strategies aren’t resonating with one of the most influential and untapped demographics: Generation Z. There is a noticeable gap in marketing efforts tailored to this group.

Our agency, Clementine, has been working to uncover research-backed insights and develop strategies to create an integrated marketing communications plan that will better engage Gen Z Minnesota residents and drive meaningful volunteer participation.

Challenge:

Motivate Gen Z Minnesotans to care about and volunteer for the 2026 Special Olympics USA Games by creating a campaign that genuinely resonates with them.

What we know:

Our target audience is residents aged 18 to 24 years in Minnesota.
They’re college students who most likely have a part-time job or internship to make a little extra money or to gain experience.
Special Olympics is built on inclusivity, diversity, and representation.
The 2026 US Special Olympics Games rely on volunteers.

What We Found

Seconday Research:

What do they do?

Gen Z is the generation with the highest levels of social media use and engagement, with the majority logging on at least once a day (Mintel, 2024).

YouTube, TikTok, and Instagram dominate Gen Z’s media consumption habits (Statista, 2024).

They’re more likely to engage with brand posts that include video or static images (Schaefer, 2025).

According to Junior Achievement, 66% of Gen Z have volunteered, showing strong community engagement (Hall, 2025).

What makes them tick?

They value inclusivity, authenticity, and representation, possessing a hunger for learning new perspectives (Mintel, 2024).

They’re more likely to prioritize meaningful experiences (Schaefer, 2025).

Gen Z wants a world that’s more authentic, more real and more connected (Schaefer, 2025).

Top motivating factors for volunteering include helping the community, personal fulfillment, a sense of purpose, and resume building (Hall, 2025).

Primary Research:

Google Survey

As part of our primary research, we conducted a Google Survey featuring a range of questions focused on volunteering and the Special Olympics. The participants were University of Minnesota students living on campus.

The survey was distributed via text and email, reaching a total of 27 students between the ages of 18 and 24. While the sample size was modest, the responses revealed meaningful patterns and themes worth exploring further.

Survey Insights

When Friends or Family are Involved, Experiences Feel More Meaningful and Connected.

Though Social Media is Seen as Key, Gen Z Also Relies on Word of Mouth For New Opportunities.

With a Perceived Lack of Time, Messaging Must Prove it’s Worth Their Time.

Focus Group

To better understand current awareness and perceptions of Special Olympics among our core audience of 18- to 24-year-olds, our team at Clementine conducted a focus group with six University of Minnesota students. These participants were thoughtfully selected to reflect the mindset, values, and experiences of our target demographic.

Participants

Focus Group Insights

Awareness Gaps Are a Major Barrier.

Incentives Matter, But Not as a Primary Motivator.

Emotional Payoff Drives Action, it Has To Feel Fulfilling, Not Like a Chore.

Devin, 19

University of Minnesota, TC
Student Athlete

Truth

We all want to feel connected and part of something bigger.

Devin is a driven student athlete who thrives on teamwork and campus life. Her schedule is packed, so she prioritizes things that feel meaningful and social. She loves bonding with teammates, going to events with friends, and being part of something bigger. Volunteering isn’t top of mind, but if it’s fun and community-centered, she’s in.
Devin loves high-energy environments where she can connect with others, whether that’s game day, team dinners, or campus events. She loves moments that build camaraderie and give her a break from her routine, especially when they bring her closer to her teammates and friends.
Devin struggles with a packed schedule, balancing athletics, academics, and social life, leaving little time for extra commitments. She also has difficulty discovering new opportunities, often unaware of events or causes outside her immediate circle.

Tension

But life’s busy, and it’s easy to forget we need community too.

The Consumer

The Opportunity

Community

Gen Z is craving authentic connection and shared experiences in a world that can feel isolating. The 2026 Special Olympics USA Games isn’t just about giving back, it’s about showing up with your community and having fun while doing it. When students volunteer together, something shifts. By showing up for and with others, they’re reminded they’re not alone, they’re part of something meaningful, connected, and bigger than themselves. It’s more than volunteering; it’s a shared experience that builds belonging, deepens friendships, and creates memories that last. The opportunity lies in building a campaign that empowers student communities and turns volunteering into a priority.

“What really matters to me is what my peers think.”

- Helen McCrory

We Don’t Win Alone

Strategy

Mini Manifesto

Winning looks different for everyone. For some, it's crossing a finish line. For others, it’s simply showing up, but no one gets there alone. In college, we lean on teammates, roommates, and friends who become family. We celebrate each other’s wins and show up when it matters. That’s what the 2026 Special Olympics USA Games are about: showing up, together. This isn’t just about volunteering. It’s about rallying your campus community to be part of something bigger. It's the spirit of campus life and the power of showing up not just for others, but with others. We don’t win alone. We win when we show up. Together.