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IPC launches program to grow awareness and participation in Para sport

Thailand's blind athlete Kitsana Jorchuy runs with a guide at the track and field event of the fifth ASEAN Para Games on August 15, 2009 in Kuala Lumpur.
Photo: Shutterstock

The International Paralympic Committee (IPC), in its capacity as the governing body of Para sport and the international federation for multiple Para sports, has created a new grassroots-to-high performance programme called PARA SPORT.

It aims to support National Paralympic Committees (NPCs) and International Federations, bringing together events, activities and organisations to help change the story around persons with disabilities.

The PARA SPORT narrative, “It Starts With Sport”, is inspired by the journey of high performance Para athletes and complements the wider IPC brand narrative of ‘Change Starts With Sport,’ which communicates the transformational impact that Para sport has on society. The PARA SPORT programme has three core elements:

  • Awareness – Help people with disabilities engage more actively in sport by raising awareness of Para sport opportunities and the benefits of the programmes for them and their families. Everyone is welcome.
  • Community – At its heart, PARA SPORT is about inclusion. Given that sport is often about the people we meet, and the memories made along the way, there will be a togetherness felt by both individuals and their families.
  • Freedom – PARA SPORT programmes will give people an opportunity to challenge themselves and help increase their confidence. Those involved in Para sport have a profound sense of freedom, empowerment, and a strong sense of personal identity.

A film has been developed by creative agency adam&eveDDB. Narrated by British Para swimmer Alice Tai, it covers the full breadth of sport participation, from first timers to multi-gold-medallists like her, but emphasising that sport is not about winning, it’s about new beginnings, friendships and confidence. It demonstrates that wherever you begin and wherever you are going, it starts with sport

A dedicated PARA SPORT website www.PARA.SPORT has launched that will be a global home for Para sport, covering all activities from the grassroots to the world championships levels. Bespoke social channels have also been launched.

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