For 13 years, Reebok has annually recognized four activists under age 30 who have made significant contributions to human rights strictly through non-violent means with its Reebok Human Rights Awards. In 2002, Reebok decided to hold the award ceremony in Salt Lake City as part of the Cultural Olympiad during the 2002 Olympic Winter Games. Holding the event in Salt Lake City gave the Human Rights Awards access to more journalists than ever before, but the timing of the event (the day before the Opening Ceremony) made it an extremely competitive news environment.
Through the united efforts of Reebok and Coltrin & Associates, the following results were achieved:
• Securing attendance and coverage by more than 30 television and print reporters at the Reebok Human Rights Awards Ceremony from media organizations around the world, including New York Times,
NBC Nightly News, BBC, USA Today, Christian Science Monitor, E! and Extra.