Allianz x IPC: Day 1 Done
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.
Role: ACD / Creative Lead
Responsibilities: Creatively conceived, developed and produced the entire campaign from start to finish alongside James Greening.
Results
6.6M completed workouts
163M+ views
536M impressions
Social teasers
Social-first teasers showed Paralympian’s Nico Langmann (wheelchair tennis), Fleur Jong (long jump) and Mary Fitzgerald (shot put) breaking through their own day 1…literally.
Paralympian in your pocket
With the click of a button, automatically sync motivational tips, including audio messages from our Paralympian’s, directly to your phone calendar. Giving you daily reminders to keep moving beyond Day 1.
Interactive 21-day training plan
Working with Paralympic coach Guido Bonsen, we created highly accessible 21-day training plans that young people with disabilities can use at home. Arming them with the tools they need to keep moving.
Behind the scenes
Meet some of the talented disabled cast & crew that helped bring this project to life.
The inclusive production blueprint
From strategy, to creative, to delivery the team aimed to be as inclusive and accessible as possible – working with inclusive consultants, a specialist production company and casting agency. To highlight our invaluable learnings, we created an Inclusive Production Blueprint. Free to download and with the goal of helping others make their projects more inclusive.
