The Paralympics and the Power of Change

Although the Paralympic season has come to an end, the inclusive conversations and celebration of diversity should be ongoing—not just in marketing campaigns, but in event experiences, too.

In a recent article for Shots, corporate leaders–including Sparks’ Chief Experience Officer, Robin Lickliter— discuss how brands can build campaigns during the Paralympics. In particular, the article focuses on inclusivity, attitudes and authenticity specifically regarding the representation of people with disabilities.

Woven through the blog are prime examples of heartfelt, inclusive, successful campaigns from brands like Toyota, Apple, Nike, Channel 4 and Procter & Gamble.

Additionally, The Drum’s article—featuring Managing Director of EMEA, Jason Megson—thoughtfully elaborates on how industry leaders are fostering inclusive workplaces and events for individuals with disabilities, both seen and unseen.

Here are some of the experts’ key elements to building a meaningful event or impactful campaign beyond the Paralympic season.

Inclusivity

Representation is important, and representation of the disabled community should continue after the Paralympic games, particularly in brand campaigns and events. Lickliter writes for Shots, “The brands that succeed here understand that the Paralympic Games are not merely a marketing opportunity, but a platform to champion inclusion and challenge societal perceptions around disability.” By fostering ongoing visibility and support, brands can help reshape public perceptions, creating a more inclusive world for all.

In The Drum’s article, Megson explains how Sparks is making an effort to make events more accessible for all attendees by better educating the teams who design and build the experiences.

“I believe we’ve made many positive efforts in terms of making physical disability adaptations,” he writes, “but there is also a recognition that we need to keep listening and learning to create spaces for those with less visible disabilities and neurodiverse needs, building in better understanding.”

Education is the first step to inclusivity. By understanding the diverse experiences of being disabled, brands can better support all of their employees, attendees and audience members.

Positive Attitudes

Able-bodied people tend to look down on or pity the disabled community, while our differences are actually something to celebrate. As Emma Sisson, Senior Brand Strategist at Saffron Brand Consultants writes for Shots, “Brands have the power to shape how society thinks, communicates and behaves, giving them a crucial role in authentically representing people with disabilities.” Your campaign and event spaces should counter stereotypes, discrimination and negative attitudes regarding disabled individuals. Through proper positioning, your brand has the power to make a difference.

Authenticity

Practice what you preach. If your brand outwardly encourages diversity and inclusion, it should already be happening internally. This involves providing the appropriate accommodations and technology to support employees with disabilities, both physical and non-physical. As experts in The Drum’s article explain, this can also include diversity training, educating and harboring a safe and supportive community of employees.

Don’t hop on the cultural bandwagon because it’ll be good for business. Instead, make sure you’re in it for the right reasons, and aim to make a long-term difference. In terms of building campaigns, telling the stories of real people is a great way to raise the voices of the communities you are trying to impact.

Want a closer look at what marketing industry leaders are saying? Read the full articles for Shots or The Drum here.