The International Paralympic Committee (IPC) has created a grassroots-to-high performance programme, Para Sport, to bring together events, activities and organisations to help people with disabilities.
In supporting National Paralympic Committees (NPCs) and International Federations, the launch’s narrative, “It Starts With Sport”, is said to be inspired by the journey of high performance Para athletes.
Andrew Parsons, IPC President, stated: “The launch of Para Sport is a seminal moment as we show that sport can be a new beginning for everyone. It is fantastic for us to have platforms where elite athletes can impress the world with their medal-winning performances and encourage persons with disabilities to begin a journey in sport.
“With Para Sport we see sport not only as what it means for performance, but what it can do to signal a new chance at life. Whether you are a beginner, an amateur already in Para sport or aspiring athlete, we believe that everyone deserves recognition and support in whatever competition they’re in, no matter their level.
“We want to ensure that sport is recognised for its impact on the wider community and not simply as an activity.”
Furthermore, the programme also works alongside the wider IPC brand narrative of ‘Change Starts With Sport’, which communicates the ‘transformational impact’ that Para sport has on society.
In a release, the organisation has outlined three key elements of Para Sport, the first being ‘awareness’. This aims to help people with disabilities engage more actively in sport by raising awareness of Para sport opportunities and the benefits of the programmes for themselves and their families.
The second element is ‘community, as the company assures that Para Sport is about inclusion. There looks to be ‘a togetherness felt by both individuals and their families’. Finally, freedom’ looks to give people an opportunity to challenge themselves and help increase their confidence.
A film has been developed by creative media agency adam&eveDDB in line with the launch of the programme, and is narrated by British Para swimmer, Alice Tai.
