Paralympics Australia has launched a new campaign with Publicis Worldwide Australia to rally support for the Australian Paralympic team ahead of the 2024 Paralympic Games in Paris.
The integrated campaign is inspired by Paralympics Australia’s new brand positioning, ‘Imagine What We Can Do.’
This initiative comes at a time when statistics reveal that while 18 per cent of Australians live with a disability, only a quarter engage in sports-related activities on a weekly or more basis, citing barriers such as limited coaching and facilities.
The campaign’s focus is on dismantling these barriers, with a particular emphasis on sharing the personal and professional journeys of prominent Paralympians.
Athletes like Chris Bond (wheelchair rugby), Paige Greco (para-cycling), Taymon Kenton-Smith (para-archery), Rowan Crothers, Katja Dedekind, and Ruby Storm are featured in the campaign, reflecting on their triumphs and the challenges they’ve conquered.
Paralympics Australia’s chief executive officer, Catherine Clark, said, “At Paralympics Australia, we envision a society where all Australians have the opportunity to play sport, regardless of their ability.
“As we head towards Paris 2024, we hope this campaign encourages our fellow Aussies to get behind these phenomenal high-performance athletes as they step onto the world stage.
“We also hope to inspire every person with a disability to imagine what they can do and participate in sport. And to enable them to take part, we’re aiming to engage sports organisations, coaches, businesses and all levels of government to make the change needed to remove the barriers currently in our society so they can play, train and compete for our nation.”
Simone Waugh, managing director of Publicis Worldwide Australia, added, “When speaking to Paralympic athletes, they all describe the incredible barriers they have overcome both in life and to play their sport.
“They’ve encountered people who have said, ‘You can’t do that’. So, we wanted to inspire athletes and Australia to imagine what we CAN do if all of us got behind our Paralympic athletes on the path to Paris 2024 and beyond.”
Cameron Murray, head of commercial, communications and brand
Brendon Harrington, general manager, brand, marketing and digital
Amy Miller, senior manager, brand, marketing and digital
Publicis Worldwide Australia
Michelle Sakzewski, client partner
Simone Waugh, strategy
Ryan Petie, executive creative director
Chris Moore, producer
Oliver Sindle, director/editor
Karen Hayward, producer