At just 16 years old, Nathalie McGloin was paralyzed from the chest down in a serious car accident. Through sheer resolve and personal determination, she transformed what could have been a life-shattering event into a life-changing opportunity. Nathalie became the world's first, and only, female tetraplegic athlete to compete in car racing at professional level, regularly participating at the highest level against able-bodied racers. In a mission to help others like herself, Nathalie co-founded the charity Spinal Track, which provides disabled drivers with the opportunity to enjoy the thrill of track racing. Through this organization, Nathalie is empowering people with disabilities to push boundaries, overcome adversity and embrace the freedom, confidence and inclusivity of motorsport. In her own words, 'Making Motorsport for Everyone'. Nathalie was asked to take on the role of President of the FIA Disability and Accessibility Commission, and is the youngest FIA Commission President, and one of only two female presidents to hold this position. This year, Nathalie has called for fundamental, widespread changes to be made within the world of motor racing, including making venues and circuits more accessible and competition licence application processes more inclusive. As a result of her proposals, disabled spectators, officials, volunteers and drivers globally will benefit significantly from these improvements, providing much enhanced opportunities and experiences for all those involved. The aim is to make all Formula 1, GP and Formula E circuits certified with FIA Disabled Access Status by the end of 2019 – truly shaping the future of motorsport around the world. This year, Nathalie made history as first disabled person to present a podium trophy at the Formula 1 British Grand Prix.
In this moving film, Nathalie explains how the car is symbolic to both causing her injury and to overcoming it – and how racing helps her to feel free, to live her passion and to be herself without her disability. As a sponsor of Nathalie individually, and of Spinal Track, the partnership with STANLEY aims to inspire and make a difference to other people by showing disabled drivers and female drivers that nothing should stop them from getting the most out of life, and that anything is possible.
The overall objectives of this campaign were to raise awareness of Nathalie's story and her proposals for accessibility and inclusion, to build the profile of Spinal Track, and to demonstrate that motorsport really is for everyone. Targets were set internally for 0.5 million views of the video, with an engagement rate of 10,000.
Global tools, security and industrial solutions manufacturer, Stanley Black & Decker, is well known for its long-standing sports partnerships, which include Joe Gibbs Racing, Virgin Racing, Tech3 MotoGP Team, FC Barcelona men's and women's soccer teams, Extreme action sports, PBR and many more. The firm's goal is not just to highlight its diverse brands and products, but to engage much more deeply with the athletes or teams and their audiences, telling a more personalized and meaningful story, and demonstrating that the partnership can really make a difference – both at a local and global level. The company's purpose 'For those who make the world™' is at the heart of all its communications and CSR programs.
In this moving film, Nathalie McGloin explains how the car is symbolic to both causing her injury and to overcoming it – and how racing helps her to feel free, to live her passion and to be herself without her disability. As a sponsor of Nathalie individually, and of Spinal Track, the partnership with STANLEY aims to inspire and make a difference to other people by showing disabled drivers and female drivers that nothing should stop them from getting the most out of life, and that anything is possible.
The overall objectives of this campaign were to raise awareness of Nathalie's story and her proposals for accessibility and inclusion, to build the profile of Spinal Track, and to demonstrate that motorsport really is for everyone. Targets were set internally for 0.5 million views of the video, with an engagement rate of 10,000.
The video was published across all STANLEY branded social channels in October 2018 (Facebook, Instagram, YouTube, LinkedIn and Twitter) in 7 countries, as well as the company's Stanley Black & Decker corporate channels (Facebook, Twitter, YouTube and LinkedIn). It was also amplified within relevant social communities such as DriveTribe and Sporf, and shared by Nathalie McGloin, Spinal Track, Dare to be Different (another charity supported by Nathalie) and the FIA. A parallel PR campaign resulted in earned editorial coverage published on online media platforms with an approximate total of 18.3 million unique visitors/month.
Budget
Production budget: $31,000
Media budget: $26,500 was invested in promoting the video on STANLEY brand and Stanley Black & Decker channels.
Across the company's STANLEY brand and Corporate social channels, as well as related community and partner channels, the campaign received 1.4 million views and an engagement figure of 13,900. A media cost per view of $0.02 was achieved. Extensive editorial coverage was earned with an approximate total reach of 18.3 million unique visitors/month.
