• PARA SPORT’s narrative, “It Starts
With Sport”, shows the value of sport through three core elements: awareness,
community and freedom
• Para swimmer Alice Tai narrates
launch film
• Accessible and multi-sensory brand
identity with unique visual and sonic elements created to support PARA SPORT
• Dedicated website www.PARA.SPORT
launched
The International Paralympic
Committee (IPC), in its capacity as the governing body of Para sport and the
international federation for multiple Para sports, has created a new
grassroots-to-high performance programme called PARA SPORT. It aims to support
National Paralympic Committees (NPCs) and International Federations, bringing
together events, activities and organisations to help change the story around
persons with disabilities.
The PARA SPORT narrative, “It Starts
With Sport”, is inspired by the journey of high performance Para athletes and
complements the wider IPC brand narrative of ‘Change Starts With Sport’, which
communicates the transformational impact that Para sport has on society. The
PARA SPORT programme has three core elements:
• Awareness – Help people with
disabilities engage more actively in sport by raising awareness of Para sport
opportunities and the benefits of the programmes for them and their families.
Everyone is welcome.
• Community – At its heart, PARA
SPORT is about inclusion. Given that sport is often about the people we meet,
and the memories made along the way, there will be a togetherness felt by both
individuals and their families.
• Freedom – PARA SPORT programmes
will give people an opportunity to challenge themselves and help increase their
confidence. Those involved in Para sport have a profound sense of freedom,
empowerment, and a strong sense of personal identity.
To support the launch of PARA SPORT,
a film has been developed by creative agency adam&eveDDB
https://youtu.be/t8r4lTce5dY. Narrated by British Para swimmer Alice Tai, it
covers the full breadth of sport participation, from first timers to
multi-gold-medallists like her, but emphasising that sport is not about
winning, it’s about new beginnings, friendships and confidence. It demonstrates
that wherever you begin and wherever you are going, it starts with sport.
A new distinctive PARA SPORT visual
brand identity has been created by leading global brand agency Design Bridge
and sonic branding agency MassiveMusic. The visual identity incorporates the
starting block, echoing the focus on beginnings.
Accessible and multi-sensory, the
highly versatile brand connects a large spectrum of activities from the
grassroots development to high performance level, such as world championships,
and is relevant to all those looking to engage in Para Sports. The design is
flexible enough to work in several assets and with other brand systems while
also boasting a series of unique visual and sonic elements.
Andrew Parsons, IPC President, said:
“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.”
Supporting the programme’s creation,
a dedicated PARA SPORT website www.PARA.SPORT has launched that will be a
global home for Para sport, covering all activities from the grassroots to the
world championships levels. Bespoke social channels have also been launched.
Content planned for 2022 includes
event-related content and the new video series called ‘It Starts With Sport’,
where leading Para athletes detail how they first started in the discipline and
their Para sport journey.
About the IPC
The IPC acts as the international
federation for ten Para sports: World Para Alpine Skiing, World Para Athletics,
World Para Dance Sport, World Para Ice Hockey, World Para Nordic Skiing (in
charge of the Para biathlon and Para cross-country skiing disciplines), World
Para Powerlifting, World Shooting Para Sport, World Para Snowboard and World
Para Swimming. The IPC’s vision is to make for an inclusive world though Para
sport.
For further information, please
contact Philip Dorward, IPC Head of Communications
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