Picture North debuts new Special Olympics PSA

Director Martin Rodahl and Picture North continue their decade-long relationship with Special Olympics Illinois with their 2019 fundraising PSA Listen to the Mustn’ts.

Weaving together small glimpses of an athlete’s life from infant to champion and incorporating a Shel Silverstein poem by the same title, the PSA provides a lens into the doubts people with disabilities face everyday.

For 51 years Special Olympics has championed athletes with disabilities, celebrating their athletic prowess and shining a light on the potential each person has, no matter their circumstance.

Director Martin Rodahl took this mission and applied it to his filming method: the PSA features a real weightlifting champion as their star.



“Olivia is barely 5 feet tall but can deadlift 145 pounds,” said Rodahl. “She is such a symbol strength in more ways than one.”

The PSA is currently airing on various networks and the organization’s social media sites. It was birthed from a combined effort to raise money for the event’s 2020 program.

To donate to the cause, click here.

About the Special Olympics Illinois
Special Olympics is a global organization that unleashes the human spirit through the transformative power and joy of sport, every day around the world. Special Olympics Illinois is a not-for-profit organization offering year-round training and competition in 18 sports for more than 23,000 athletes with intellectual disabilities and over 17,000 Young Athletes ages 2-7 with and without intellectual disabilities. Special Olympics transforms the lives of people with intellectual disabilities, allowing them to realize their full potential in sports and in life. Special Olympics programs enhance physical fitness, motor skills, self-confidence, social skills and encourage family and community support.

Production Company: Picture North
   Director: Martin Rodahl
   Creative Director: Katie Rogers
   Executive Producer: Neha Datt Schultz
   DP: Jake Zalutsky
   Line Producer: Shannon Foley
   Editor: Talia Pasqua
   Colorist: Oisin O’Driscoll @ The Mill
Client – Special Olympics Illinois
   Manager – Communications & Media Relations: Gina Rose
   Director – Communications & Media Relations: Alexandra McMillin

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