The Challenge
The Paralympic Games have grown into a global sporting event, yet many still mistakenly view them as an “inclusion event” rather than an elite competition. Paralympians are often unfairly seen as “participants,” while Olympians are hailed as “competitors.” This perception undermines the athleticism and prestige of the Games. Our objective was to get more people around the world to watch the Paris Paralympic Games. So we started by understanding what was stopping people from watching. Through interviews with Paralympians, the general public and extensive desk research we uncovered that many people view the Paralympic Games as a ‘feel good’ participation event, designed to give disabled athletes a ‘chance’ - instead of an elite and fierce sporting competition. Our strategy was to address these misconceptions head-on, rather than shy away from the uncomfortable truth, with an impactful film that showcases the edge-of-your seat sports on show at the Paralympics. We bolstered this with a social campaign spearheaded by world-famous Paralympics with a clear message. ‘We are not participating. We are competing’.
The Solution
To confront these misconceptions and drive viewership for Paris 2024, the International Paralympic Committee collaborated with Paralympic athletes to launch a bold social campaign. The message, “I’m not participating. I’m competing,” reframed the Games as a stage for fierce rivalries, shattered records, and unmatched skill. The campaign reached 14.5 million people, sparked over 12,000 engagements, and ignited important conversations worldwide. It garnered national media coverage, including a BBC Sports article recognizing the campaign’s role in reshaping public perceptions.