The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2019 One Show - Social Media

The Paralympic Network

Agency BBDO / Toronto

Client Canadian Paralympic Committee
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

Annual ID

OS_SM19057M

About the Work

Due to a lack of media coverage, the incredible accomplishments of Paralympic athletes were going unseen. So, we created our own social broadcast network made entirely of fans. After securing over 600 hours of LIVE events direct from PyeongChang, we launched a recruitment campaign inviting fans to become broadcasters. On our website, events organized by sport, date and time were scheduled for broadcast up to a week in advance. When they went live, it posted to social feeds automatically, extending coverage and creating an entirely new fan base in the process. The campaign resulted in an +11,000% increase in viewership – making the 2018 Paralympic Games the most watched in Canadian history.