‘Imagine What We Can Do’: Paralympics Australia launches Paris 2024 campaign
In the lead up to Paris 2024, Paralympics Australia is asking Aussies to throw their support behind the paralympics team, via a new campaign from Publicis Worldwide Australia.
The campaign is inspired by Paralympics Australia’s new brand positioning, ‘Imagine What We Can Do’, acknowledging what the athletes could do with the full weight of the nation behind them.
“At Paralympics Australia, we envision a society where all Australians have the opportunity to play sport, regardless of their ability,” said Paralympics Australia CEO, Catherine Clark.
“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.”
According to Paralympics Australia, 18% of Australians live with a disability, with one in four currently participating in a sports-related activity once a week or more. The other three in four say they would like to play, but face barriers such as the lack of available coaching and facilities.
Clark continued: “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.”
The creative champions paralympians Chris Bond (wheelchair rugby), Paige Greco (para-cycling) and Taymon Kenton-Smith (para-archery) alongside para-swimmers Rowan Crothers, Katja Dedekind and Ruby Storm.
The athletes reflect on the biases they have overcome, their successes and their future aspirations. As they speak, images of key milestones in their stories are projected across their bodies and the walls around them.
Publicis Worldwide Australia’s managing director, Simone Waugh, 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.”
The campaign will run across broadcast partner Nine’s TV, radio, digital and print, as well as media partners News Corp Australia in digital and print, and QMS in OOH, in the lead up to and during the Paralympic Games.
Campaign activity will also run across social, content and fan engagement.
Credits:
Paralympics Australia
Cameron Murray, head of commercial, communications & brand
Brendon Harrington, general manager, brand, marketing & digital
Amy Miller, senior manager, brand, marketing & digital
Publicis Worldwide Australia
Michelle Sakzewski, client partner
Simone Waugh, strategy
Ryan Petie, executive creative director
Chris Moore, producer
Production
Oliver Sindle, director/editor
Karen Hayward, producer
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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