ParalympicGB athletes inspire so many people with their achievements. But they’re so much more than the medals they win or the records they break. They’re also champions for disability and inclusion.
ParalympicsGB have been using the power of sport to unite the nation, advocating for greater allyship, and supporting a shift in society so the 16m disabled people in the UK can lead healthier, more active lifestyles.
AMBITION
Shifting perceptions of disability to create a more inclusive society
ParalympicsGB has a vision. Over the next 10 years, they plan to deliver genuine, sustainable measures that will greatly improve the lives of disabled people across the UK. This vision, ‘Championing Change,’ will focus on the health and wellbeing of disabled people.
Our teams worked with ParalympicsGB to create a digital experience that captured people’s hearts and imaginations, so they could understand what it’s really like to be a ParalympicsGB athlete and disabled person in Britain today.
ACTION
Fostering inclusivity using tech and empathy
We started by exploring the incredibly emotional journey that ParalympicsGB athletes experience. It starts with the intensity of training, the unrelenting dedication, and heart-wrenching sacrifices. But this all fades away when the adrenaline kicks in and the whole world is watching. The chance for dreams to come true, the unmatched euphoria of holding a medal. By stepping inside the minds of athletes, we were given the chance to understand what this might feel like, and start to explore how these experiences affect their physical, mental, and emotional wellbeing.
We worked closely with ParalympicsGB to turn these deeply personal insights into something tangible, meaningful, and tech-led. We created an athlete-based digital experience called Mindscape.
Digital technologies can make our lives easier. But we believe they can be used to build empathy and create emotional bonds between people, so that we can understand each other better. Our teams weaved this into every aspect of the Mindscape game, so people could understand what ParalympicGB athletes face during competitions and in their personal lives.
Mindscape pushes the boundaries of gamification and personalisation, by taking people on a heartfelt journey through the mind of a ParalympcGB athlete. Showing people what it really takes to become a champion, encouraging them to reflect on the world around them, and encourage them to become stronger allies and advocates for equity and inclusion.
ACHIEVEMENT
Building a more inclusive world
Mindscape is now live and is being used by ParalympicsGB in the run up to Paris to build excitement, drive engagement, and connect with new fans. It is promoted across their channels, and by ParalympicGB athletes, with schools also able to join the action through the Get Set Programme.
It also gives ParalympicsGB the chance to engage changemakers within its network of partners, encouraging them to prioritise disability inclusion, and connect more deeply with their vision. Together, these collective efforts will help ParalympicsGB be a force for good by driving allyship, and significantly improving the lives of disabled people across the country.
Our work has helped ParalympicsGB stay on track to achieve its vision of creating a more equitable and inclusive future, while establishing deeper connections with its fans. We’ll be sharing more information about the campaign and its impact when it crosses the finishing line later this year.
