Picture : Paris Olympics 2024 media segment with (from left) Nadia Nadim, Yusra Mardini, Michele Fornasero (Samia Producer)
Think-Film’s impact marketing campaign focused on elevating Samia as a symbol of resilience and empowerment :
- Before the film was released, we secured the Venice Film Festival Better World Fund Best Achievement Award for Samia Yusuf Omar, spotlighting the film as a standout production, and honouring Samia posthumously.
- Placing the film in the Paris Olympics 2024 Cultural Olympiad established official Olympics patronage and Samia’s continued international recognition as a former Olympic sprinter.
- A prime-time Eurosport Paris Olympics 2024 media segment linked Samia’s story to current elite sport and exposed the film to millions of new audiences. This was broadcast in two prime-time Eurosport shows and streamed across 47 markets in 19 languages, uniquely placing the film in the centre of the world’s biggest worldwide sporting event for 300k+ potential engaged viewers.
- Influencers Yusra Mardini, Nadia Nadim and Adjoa Andoh provided key impact support – Yusra shared the Paris Eurosport interview on her TikTok with 400k+ views, and Adjoa hosted a screening at Oxford University.
All impact actions sparked crucial conversations on women’s rights, refugee athletes, and sports activism, generating further film promotion opportunities with organisations advocating similar causes.
