Burson-Marstellar News Release
Beijing , 26 February, 2004 - Burson-Marsteller (BM) Beijing 's Special Olympics China campaign, titled Shanghai Wins 2007 Special Olympic Games: Breaking Down Cultural Barriers and Making Dreams Come True , was recently selected for honorable mention by the 2003 United Nations Grand Award for outstanding achievement in public relations.

Jointly sponsored by the Department of Public Information (DPI) and the International Public Relations Association (IPRA), the annual award was established in 1990 to recognize excellence in public relations campaigns that address priority issues of the United Nations.

BM's campaign was recognized for its ongoing support of Special Olympics International, which provides sports training and athletic competition in Olympic-type sports for children and adults with intellectual disability. The campaign effectively overcame significant cultural barriers and misunderstanding to achieve both national and international support and recognition for the Special Olympics movement in China .

Prior to the campaign both the Special Olympics organization and the issue of intellectual disability had a low profile in China . Though active in China for many years, Special Olympics had made little headway in penetrating the Chinese education system, health system and philanthropic establishment. D eep-rooted cultural taboos, longstanding traditions and a lack of governmental support had impeded the growth of the Special Olympics in China .

In 2000 BM formally chose the Special Olympics as its millennium philanthropic project. Via a number of key initiatives aligning the Special Olympics movement with the International Olympic Committee and Beijing 2008 Summer Olympics, BM successfully raised the profile of the organization, and the individual participants. As a result of the campaign, Special Olympics participants in China increased by 40 per cent and now number 200,000 athletes.

This is only the second time in Special Olympics' history that the Games have been awarded to a city outside of the United States , and the first time ever to a city in Asia . It was also widely seen as a significant boost for China , which will use the opportunity as a warm-up to host the 2008 World Olympic Games. China now represents Special Olympics' fastest growing program worldwide, with approximately 110,000 participants.

“We are honored that our long-standing involvement with the Special Olympics has been recognized by the United Nations, “ said Susan Tomsett, Chief Operating Officer, Burson-Marsteller China. “We feel it is important for every corporate organization to be involved in the community, and the success of this campaign is a true reflection of the value of corporate social responsibility.”

The award was presented to Harold Burson, Founding Chairman Burson-Marsteller, by Shashi Tharoor, Under-Secretary-General for Communications and Public Information, on 5 February 2004 in New York City at a reception held in the Union League Club.