ABOUT

Challenge
Since 2012, Paralympians have become mainstream superstars. Yet over the same period participation in sport by young people with disabilities has declined by 10%. Allianz, a long-time partner of the Paralympics, wanted to help change this. But with only 9% of the advertising and film industry being disabled, we didn’t have a legitimate voice in disability inclusion.

Solution
A digital training series for kids with disabilities, co-created by people with disabilities. The hardest part of any journey into sport is getting started, so we focused on what it would take to get day 1 done, and begin new habits.