ATscale, the Global Partnership for Assistive Technology’s Post

📌Paris 2024: Paralympic Games can catalyse access to #AssistiveTechnology🏅 📢Read ATscale CEO Pascal Bijleveld’s thoughts on increasing access to #AT as the Paris 2024 #ParalympicGames gets underway. 👉”We cannot forget that access to advanced assistive products used by athletes is still far from equal. A lack of access to assistive technology has been demonstrably linked to lower achievements, fewer medals, and reduced representation from athletes in low- and middle-income countries. ”   ➡️”However, we must acknowledge that access to advanced assistive products is not the only barrier to competition. In low- and middle-income countries, the provision of advanced #Wheelchairs or #Prostheses must go in tandem with the maintenance and improvements to training, funding, and national sports infrastructure.” With over 1.5 million tickets purchased for the Paris 2024 Paralympic Games, let’s use this opportunity to drive visibility of #AssistiveTechnology, all year round!📅 🌐Open The International Platform on Sport and Development link here 👉https://lnkd.in/dp_z6-rp #UnlockTheEveryday #Paralympics2024 #BeyondSports #Paris2024

They’re not playing games… 💪 🇫🇷 We've worked alongside our friends at adam&eveDDB & adam&eveNYC on a new campaign for the International Paralympic Committee, challenging harmful misconceptions about the Paralympic Games by drawing attention to all the impressive, edge-of-your-seat action that takes place at one of the most gruelling tournaments in the sporting calendar. Informed by insights which reveal that people too often perceive the Paralympics purely as a celebration of inclusivity, our 60" launch spot, titled 'The Paralympic Dream', cuts through condescending tropes to highlight how the Paralympic Games isn't just about giving people with disabilities a chance to 'try' sports. The campaign launched on the 20th May, to mark the 100-day countdown to the 2024 Paris Paralympics. Our team worked on all global adaptations of the campaign, delivering over 140 assets across 9 different markets for TV, online, and social. Read more about the campaign in ADWEEK 👉 https://lnkd.in/e-fBpB8c And have a watch below! 👀 #ContentCreation #BrandBuilding #CreativeIdeas #AdCampaigns #DigitalMarketing #AdCreative #BrandStorytelling #AdvertisingAgency #VideoProduction #MarketingExcellence #Paralympics #Paris

Next week I will finish my term as Deputy Chair of Channel 4 It has been a huge privilege to be associated with Channel 4 for all these years and, as the Paris Games approach, I wanted to celebrate #C4: #theParalympicBroadcaster. At LOCOG (London Organising Committee Of The Olympic & Paralympic Games) we wanted the #London2012 Games to create a new #Paralympic paradigm – we wanted to change hearts and minds and get the sport in front of hundreds of millions of new ‘Para’ fans. Doing the deal with Channel 4 was such a huge part of this. “We sold all the Paralympic tickets, we needed a massive moment to drive broadcasting audiences” Channel 4 got it. Their vision and the “Meet the Superhumans” campaign was spectacular. The ad is studied in schools (on the GCSE and A level curriculum) and 79% of people said they felt “more comfortable discussing disability” after seeing it. The Last Leg and Is it Ok.. was similarly groundbreaking. #Rio2016 took it on a stage when Channel 4’s coverage of the Rio Paralympics was watched by nearly half of the UK population. #Tokyo2020 was a difficult games but great coverage again by C4. And It has just been announced that Channel 4 Sport’s YouTube channel will broadcast every single televised moment of live sport from the #Paris2024 Paralympic Games… As Clare Balding says, "it’s about how the games make you feel". And as the Daily Mail put it, "Channel 4's joie de vivre shines through its Paralympics coverage" Channel 4: the Paralympic broadcaster. Sending a message to the world through #sport, a narrative of #inclusion, a tale of #empowerment and the legend that hope will always conquer fear.   #Disability #Sports Alex Mahon Craig Spence Department for Culture, Media and Sport International Paralympic Committee ParalympicsGB Ofcom Creative Diversity Network (CDN) Paris 2024 - Comité d'organisation des Jeux Olympiques et Paralympiques de 2024

The World Health Organization (WHO) and International Paralympic Committee Paralympic (IPC) are collaborating to highlight the transformative impact of assistive technology within sports during the Paris 2024 Paralympic Games. Named “Equipped for Equity”, the campaign aims to address the crucial role that assistive technology plays for Paralympic athletes. In this way, both organisations are advocating for global action to improve access to these essential health products and digital services. Find out more below... #Paralympics #Paris2024 #TechForGood

2.5 million tickets sold, not given. Accessible and transformational. The Paris 2024 Paralympic Games were a groundbreaking event that showcased the true essence of the Paralympic movement. 🏅 From the record-breaking performances to the electrifying atmosphere, these Games have set a new benchmark. Here are my key takeaways: 👉 Unmatched Spectacle: The combination of sport performances, great venues, and smooth operations made the Paris Games truly spectacular. The participation of Parisians and spectators added to the magic, creating unforgettable moments like France’s blind football gold at the Eiffel Tower. 👉 Momentum and Opportunity: Conversations in Paris were filled with optimism. With upcoming Games in LA and Brisbane, the focus is on opportunities rather than challenges. The Paralympic Movement has strong momentum, inspiring other organizers and host cities to seize the chance for transformational societal changes. 👉 Inclusive Atmosphere: The sale of 2.5 million tickets, highlighted the accessibility as well as appeal of the Games. Families and groups participated, creating a special atmosphere that emphasized the Paralympic Games' ambition to lead transformational changes in society. The fans' support was incredible, showing enormous appreciation for the athletes. This respect and admiration were not just for the French team (although the video shows a very French moment) but for all participants. The Games demonstrated what humanity can achieve when given the opportunity to succeed. As always, it's now up to us to make a difference in our daily lives. The inspiration from the Games should translate into acceptance and action. Let's stay committed to celebrating every win and fostering a more inclusive society. What was your most memorable moment from the Paris 2024 Paralympic Games? #Inclusion #Paralympics #Transformation

With Scoota, I launched the #AdoftheWeek series. Each week, I'll showcase the most creative, innovative, and effective ads that have captured my attention 👀 First up this week is Channel 4's Paralympics ad campaign by 4creative. The bold spot features GB Paralympians showcasing skill, determination, and strength to conquer gravity, friction, and time—forces often seen as impossible. This contrasts with the usual comments about how "brave" or "incredible" these athletes are "considering" their disabilities, encapsulated by the campaign's tagline: "Considering What?" The campaign shifts from the previous "Superhumans" tagline used in the past three Paralympic campaigns. It tackles well-intentioned but misguided perceptions of Paralympic athletes and moves away from the 'superhuman' narrative. Attitudes towards disability representation have evolved, with 'superpower' narratives often criticised as reductive. Channel 4's research revealed that 60% of viewers watch the Paralympics to see athletes overcoming disabilities, compared to 37% who watch the sporting competition. Viewing disability as something to "overcome" is problematic, as it shifts the focus from societal issues to individual ones. Excellence is excellence, no caveats. Watch the ad 📺 👉 https://lnkd.in/dtVamnWW #Paralympics #Paris2024 #Channel4 #Sports #Inspiration

This great feature from SVG Europe highlights the progression being made during Paris 2024 by Channel 4 and Whisper, as we deliver the ‘most accessible Paralympics coverage ever'. The feature highlights: - That coverage is being produced from a state-of the-art new facility in Wales that’s been designed with accessibility front of mind - That Channel 4’s coverage of the Paralympics is extensive, with more than 1,300 hours of live sport airing for free across Channel 4, More4, Channel 4 Streaming and Channel 4 Sport’s YouTube - That a 200-strong team that's working on what is set to be the biggest ever sports production in Wales. - That the coverage includes the first signed coverage on live sport, a signed live Opening Ceremony and the first deaf presenter in Rose Ayling-Ellis. - Channel 4’s Everybody Moves initiative which encourages disabled people to take up a sport. Paralympics coverage is interrupted at least four times a day to highlight the initiative through an onscreen QR code that links directly to sports clubs in a viewer’s local area. - And that there are already plans in place for more productions to be produced from this state of the art, accessible Centre in Wales, this year and next. Read the full feature here! https://lnkd.in/e4Qng8FK #Paralympics #MakeItHappen #Accessibility #SportsProduction

📡🥇🏟️ Broadcasting the Paris 2024 Paralympics: The Chicken or the Egg Dilemma 🐔🥚🐣 🧐 I've always wondered about the "chicken or egg" dilemma in the media, and the Paralympics are a great case: do certain topics like women's and Para sports lag in popularity due to less coverage, or is it the other way around? As this year's Olympic audiences were off the charts, the Paris 2024 Paralympics might provide some answers. ⬇️ 📺 For the first time ever, the Paralympics will enjoy live coverage for all 22 sports across 160+ countries! 🌍 The key goal, maybe as opposed to meeting demand as is the case for more popular sporting events, is to raise awareness by elevating Para sports' global perception. Visibility is crucial, not just for the athletes competing but for broader inclusivity and representation in sports, and beyond. The Paralympics platform can engage and inspire audiences differently than the 'traditional' Olympics. ➡️ With over 1,300 hours of live sport, Paris 2024 could indeed challenge traditional views, and prove that visibility drives audience reach. 📈 Interest in the Paralympics has doubled in eight years, with a 20% increase in media rights revenue from Tokyo 2020. 💰 🤔 So, what do we think? Will Paris 2024 prove that visibility precedes popularity? By giving Para sports equal exposure, are broadcasters shaping interest or are they just reflecting it? I believe the responsibilities are shared, from broadcasters' choices to audiences actually tuning in and demanding more exposure for themes in sports and other topics as well. Let the games begin! 🥚🐣🥇 #Paralympics #Paris2024 #SportsBroadcasting #ChickenOrEgg #Inclusion

🌟Sunday brings the Paralympics to a close🌟 Channel 4’s partnership with YouTube meant over 1,300 hours of live International Paralympic Committee sport were free to watch – and it’s paid off! 📺💥 In the first week alone, Channel 4's coverage reached 17.4 million viewers across linear and streaming platforms – a 4% increase from the same stage of the Tokyo 2020 Paralympic Games. 📊 What set this year apart was Channel 4’s bold marketing approach. They moved away from direct selling and focused on broader social themes, challenging perceptions of disability. ♿️💡Gone is the "superhuman" narrative – what Lynsey Atkin, head of 4creative, called “well-meaning bullshit.” 🙅♀️ The previous campaigns were criticised for portraying athletes like a Victorian ‘freak show’, reinforcing outdated stereotypes that disability is something to "overcome." This year, 4Creative and disability-focused agency Purple Goat Agency encouraged viewers to reflect on their own biases. 💭 A powerful moment in the advert shows a woman watching Paralympic sport saying, “She’s doing so well, considering,” only for her friend to reply, “Considering what?” 🤔 The campaign celebrates athletes' prowess, not their disabilities. Atkin stated that the advert turns the lens on the audience, pushing us to challenge sporting stereotypes and societal perceptions. 🔄 “What that word ‘overcoming’ does is perpetuate the idea that disability is a problem… it feels patronising but also ableist.” This is a fantastic case study on how purposeful messaging can creatively attract attention to a brand while aligning with an important cause. 🎯 It's not just what you say – it’s how you say it. 👏 #Paralympics2024 #DisabilityInclusion #BrandStrategy https://lnkd.in/ehXBXcwk

As we come down off the Paris Olympics high into our half time break before the Paralympics it's a good time to think of the legacy from the games. Many conversations focus on the stadiums. The built infrastructure. Not all legacy is bricks and mortar however. Sometimes it is an investment in a life changing technology. Something that needed a chance to shine on the world stage to show its value. This is our challenge for Brisbane 2032 to uncover those opportunities and help them blossom. #Olympics #paralympics #paris2024 #brisbane2032