{"id":922,"date":"2024-09-13T14:30:00","date_gmt":"2024-09-13T14:30:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/paralympics-and-the-power-of-change-2\/"},"modified":"2026-05-18T14:41:48","modified_gmt":"2026-05-18T14:41:48","slug":"paralympics-and-the-power-of-change","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/paralympics-and-the-power-of-change\/","title":{"rendered":"The Paralympics and the Power of Change"},"content":{"rendered":"\n

Although the Paralympic season has come to an end, the inclusive conversations and celebration of diversity should be ongoing\u2014not just in marketing campaigns, but in event experiences, too.<\/p>\n

In a recent article for Shots<\/a>, corporate leaders\u2013including Sparks\u2019 Chief Experience Officer, Robin Lickliter<\/a>\u2014 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.<\/p>\n

Woven through the blog are prime examples of heartfelt, inclusive, successful campaigns from brands like Toyota<\/a>, Apple<\/a>, Nike<\/a>, Channel 4<\/a> and Procter & Gamble<\/a>.<\/p>\n

Additionally, The Drum<\/a>\u2019s article\u2014featuring Managing Director of EMEA, Jason Megson<\/a>\u2014thoughtfully elaborates on how industry leaders are fostering inclusive workplaces and events for individuals with disabilities, both seen and unseen.<\/p>\n

Here are some of the experts\u2019 key elements to building a meaningful event or impactful campaign beyond the Paralympic season.
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<\/section>

Inclusivity<\/h3>\n\n

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, \u201cThe 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.\u201d By fostering ongoing visibility and support, brands can help reshape public perceptions, creating a more inclusive world for all.<\/p>\n

In The Drum\u2019s 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.<\/p>\n

\u201cI believe we\u2019ve made many positive efforts in terms of making physical disability adaptations,\u201d he writes, \u201cbut 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.\u201d<\/p>\n

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.
<\/p><\/div><\/section>

<\/section>
Robin Lickliter, CXO, Sparks<\/div><\/figcaption>

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.<\/p>\n<\/blockquote><\/div>\u201c<\/span>\u201d<\/span><\/figure><\/section>

<\/section>

Positive Attitudes<\/h3>\n

Able-bodied people tend to look down on or pity the disabled community, while our differences are actually something to celebrate. As Emma Sisson<\/a>, Senior Brand Strategist at Saffron Brand Consultants writes for Shots, \u201cBrands have the power to shape how society thinks, communicates and behaves, giving them a crucial role in authentically representing people with disabilities.\u201d 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.<\/p><\/div><\/section>

<\/section>
Jason Megson, Managing Director, Sparks EMEA<\/div><\/figcaption>

I believe we\u2019ve made many positive efforts in terms of making physical disability adaptations, but there is also a recognition that we need to keep listening and learning…<\/p>\n<\/blockquote><\/div>\u201c<\/span>\u201d<\/span><\/figure><\/section>

<\/section>

Authenticity<\/h3>\n

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\u2019s article explain, this can also include diversity training, educating and harboring a safe and supportive community of employees.<\/p>\n

Don\u2019t hop on the cultural bandwagon because it\u2019ll be good for business. Instead, make sure you\u2019re 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.
<\/p>\n\n

<\/a><\/p><\/div><\/section>

<\/section>

Want a closer look at what marketing industry leaders are saying? Read the full articles for Shots<\/a> or The Drum<\/a> here.<\/h4><\/div><\/section><\/div> \n","protected":false},"excerpt":{"rendered":"

Although the Paralympic season has come to an end, the inclusive conversations and celebration of diversity should be ongoing\u2014not just in marketing campaigns, but in event experiences, too. In a recent article for Shots, corporate leaders\u2013including Sparks\u2019 Chief Experience Officer, Robin Lickliter\u2014 discuss how brands can build campaigns during the Paralympics. In particular, the article […]<\/p>\n","protected":false},"author":93,"featured_media":2292,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends"],"acf":[],"yoast_head":"\nThe Paralympics and the Power of Change - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/paralympics-and-the-power-of-change\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Paralympics and the Power of Change - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"Although the Paralympic season has come to an end, the inclusive conversations and celebration of diversity should be ongoing\u2014not just in marketing campaigns, but in event experiences, too. 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