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

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

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

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

📡🥇🏟️ 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

Happy Monday! Have you been following the Paris 2024 Paralympics Games this weekend? Did you know Hong Kong has 28 athletes participating in the Games? And do you feel the hype for the Paralympics is different than the Olympics? A media owner, Channel 4 in UK, finds the audience has a different mindset when watching the Paralympics, and they want to change this. Their research found 60% of people watch the Paralympics to see athletes overcoming their disability, as opposed to 37% watching for exciting sporting competition. Channel 4 wants people to recognise that Paralympians are world-class athletes and there should be no caveats to their excellence. They launched a Considering what? campaign that has an edgy cinematic TVC and a series of posters, sporting patronising comments alongside shots of athletes mid-competition, which highlight the absurdity of such remarks. Read more from It's Nice That. It will make you rethink the communications on Paralympics and how impactful campaigns can help to shift the social perception of Paralympians. #FeedingtheChange #FoodforThought #inclusivity #Paralympics #Paris2024 #ConsideringWhat? https://lnkd.in/d_ukYRwU

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

Since the first official #Paralympic Games in Rome in 1960, #ParaAthletics has showcased a powerful display of the strength, speed, and skill of athletes with disabilities. Spanning a wide range of track, road, and field events for both men and women across all eligible impairment groups: ✔️Track: Sprints (100m, 200m, 400m), middle distance (800m, 1500m), long distance (5000m), and the thrilling universal relay (4x100m). ✔️Road: Marathon ✔️Field: High jump, long jump, discus, shot put, javelin, club throw Athletes are grouped together according to their classification in each event. They may compete in three-wheeled wheelchairs, use prostheses, or be guided by support runners. Did you know? Motivation partnered with the International Paralympic Committee’s Agitos Foundation to create the Flying Start – an entry-level racing wheelchair designed to make the sport accessible to all. Lightweight, strong, and adaptable for both children and adults, the Flying Start is helping individuals, clubs, schools, universities, and sports federations across 50+ countries, from Uganda to the UK access sports. All profits from sales are reinvested into global inclusion initiatives, supporting people in less-resourced regions gain mobility and claim their rights. #Paris2024 #Olympics #ParisOlympics #Sports #ParisOlympics2024 #DisabilitySport #Paralympics #Paralympian #ParaAthlete #Paralympics2024 #DisabilityInclusion #DisabilityPride #DisabilityAwareness #DisabilitySupport

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

Have you seen Channel 4 ‘s promo ad for the Paris 2024 Paralympic Games yet? Irreverent. Hard hitting. Compelling. At a little over 2 mins, “Considering What?" is the latest of their powerful campaigns that highlight these incredible athletes to challenge patronising attitudes and change perceptions about disability. Replacing its ‘Superhumans’ forerunner, this campaign challenges people to view Paralympians as elite, world-class athletes, not as competitors “overcoming” their disabilities. https://lnkd.in/eikxjzqQ Created by Channel 4’s multi-award-winning in-house agency, 4creative, the film captures the reactions of people as they watch Paralympic sport which, although well intentioned, are misguided and don’t appreciate Paralympians for what they are – world class athletes. Rather than showing the athletes “overcoming their disabilities”, the film depicts Paralympians taking on and overcoming forces such as gravity, friction and time – the impassionate elements and unchangeable forces of our world – that make no exception for any athlete, regardless of someone’s disability. A world-class concept worthy of the world-class sportsmen and women it showcases. Kudos to Channel 4 for their dedication to promoting the Paralympics and for the enthusiastic audience that it has successfully cultivated. Its coverage of the Tokyo 2020 Paralympic Games reached over 20 million viewers, which is a third of the UK population. Additionally, their innovative approach on social media garnered 4.1 million views on TikTok. #Paralympics #Inclusion #Diversity #Channel4 #Respect #GlobalCommunity