Campaign Overview
Junior Racers Day is an annual adaptive skiing event that brings together children of all abilities for a playful, celebratory day on the mountain. Hosted through a partnership between Eugene Recreation, Oregon Adaptive Sports, and Hoodoo Ski Area, the event emphasizes access, confidence, and joy—creating a space where kids can experience skiing in a supportive, inclusive environment.
The goal of this campaign was to capture the spirit of the day in a way that reflected its energy, heart, and community impact, while highlighting the importance of adaptive recreation and cross-organizational collaboration.
Goals
#1 - Increase awareness of adaptive skiing and inclusive recreation programs
#2 - Celebrate participant experience and joy
#3 - Highlight strong partnerships supporting access
#4 - Create shareable content that encourages future participation
Audience
Families of children with disabilities or differing abilities
Community members seeking inclusive outdoor recreation opportunities
Volunteers, instructors, and program partners
Community advocates for accessibility and inclusion
Experience
Platforms
Instagram and Facebook: short video, photo carousel, partner channels
YouTube: short video
City website and program pages
Rec Guide cover and program promotions
Deliverables
1-minute hype video for social distribution
Photography featuring participants, volunteers, and atmosphere
Short clips and stills for future adaptive recreation promotion
Performance
Strong engagement and positive sentiment across social platforms
Organic sharing by program partners, extending reach beyond City-owned channels
High completion rates for the short-form video due to energetic pacing and emotional clarity
Continued use of campaign assets in future adaptive recreation outreach
Significance
Short-form, high-energy video is effective for capturing inclusive outdoor events
Partner amplification plays a critical role in reaching relevant audiences
Centering joy and participation fosters trust and emotional connection
Should expand participant and family voice in future storytelling
Continue prioritizing inclusive, place-based narratives for adaptive programming