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Paralympic-powered initiatives

The Tokyo Paralympics 2020 has yet again illuminated the need for greater disability representation and inclusivity. Consumers are asking brands to include more diverse and inclusive representations that reflect society and businesses are finally waking up to the demand for more inclusive approaches.

Here are some examples of how organisations are responding to the need to create more inclusive digital experiences:


Launching during the Paralympics the name from this initiative comes from the fact that 15% of the population live with a disability. With a plan to tackle disability-based discrimination to help facilitate change the group describes themselves as such:

WeThe15 plans to initiate change over the next decade by bringing together the biggest coalition ever of international organisations from the world of sport, human rights, policy, communications, business, arts and entertainment.”


To help amplify the buzz around the Paralympics Twitter created an emoji triggered by hashtagging the word Paralympics


With inaccessibility being such a major issue Airbnb has created a series of experiences designed with accessibility in mind as well as including a large number of places to stay that have accessibility features. Experiences include things like adaptive hiking with off-road wheelchairs, therapeutic surfing designed for neurodiverse guests and sound healing.

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Facebook have made viewing and engaging with the Paralympics more interactive on their platforms with a hub of information on the #Paralympics hashtag with highlights from official broadcast partners, team and athlete overviews, a quiz and more. Special effects were also created for fans on Instagram including AR effects. Behind the scenes reels have also been featured in the lead up to Tokyo.


As a global partner of the International Paralympic Committee, Citi released a campaign to highlight the incredible athletic achievements of Paralympians. The “Stare at Greatness” campaign looks to flip the negative stereotype of people staring at something different to the staring that comes with pure admiration of unbelievable feats.

Clare Chapman



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