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Jonnie Peacock launches Parasport, powered by Toyota

Parasport powered by Toyota, an online hub to empower disabled people to become more active, is being launched today by Jonnie Peacock. The double Paralympic champion has teamed up with ParalympicsGB and Toyota (GB) PLC to support the campaign which will create an online destination for disabled people to discover and share physical activities. Activity Alliance is proud to have supported the British Paralympic Association to develop their refreshed site.

Group of disabled people in the Parasport advert

Recent research shows disabled people (42%) are twice as likely to be inactive as non-disabled people (21%)*. Parasport helps to address this challenge by encouraging disabled people to try new activities.

New Parasport will:

  • Connect disabled people to opportunities to get active through a new digital platform:, creating a vibrant community for people to share their experiences and become advocates for the benefits of being more active.
  • Increase awareness of physical activity opportunities that are available for disabled people in the UK by enriching current listings and sourcing new ones, including accessible and inclusive sessions
  • Challenge attitudes to disability and empower disabled people and their networks by providing the information, inspiration and confidence they need to become active

Parasport will be launched with a new film campaign, “It’s Anyone’s Game”, which focuses the dramatic spotlight of sports ads onto an everyday cast of people with different impairments. It treats what usually happens in local leisure centres with a reverence usually reserved for the elite few, showing that sport and activity really is “anyone’s game”. For those with visual impairments, an audio described version of the advert is also available, narrated by ‘The Last Leg’s’ Alex Brooker in his own unique style. 

The campaign will make its TV debut in Channel 4’s The Last Leg on Friday 15 March and is predicted to reach over a million viewers.

The ad will also feature across a number of online and video channels, including Sky’s ‘AdSmart’ platform, ALL4 and YouTube, and will be viewed more than 2 million times. There will also be a strong presence across social media platforms, with the ad featuring on Facebook, Instagram, Twitter and Snapchat, reaching more than 20 million people.

The campaign will also target the family and friends who can play a vital role in supporting disabled people to take part in more physical activity.

Jonnie Peacock commented:

“I wanted to be part of this campaign as sport and physical activity has transformed my life in so many ways, providing countless great memories, friendships and filling me with the confidence to try new things – even dancing!
“There is a sport or activity out there for everyone, no matter their age, gender or impairment – it doesn’t matter whether you are competitive or not. My message to everyone is if you just turn up and have a go, you are already a winner.”

Mike Sharrock, Chief Executive of the British Paralympic Association, said:

“Parasport is a key part of helping us to deliver our vision: through sport, inspire a better world for disabled people.
“I am delighted that working closely with Toyota we are able to highlight the wide range of opportunities available for disabled people and provide the resources to empower them to make informed choices about the activities they would like to try.”

Andrew Cullis, Toyota GB Marketing Director, said:

“We are extremely excited to start on this journey with ParalympicsGB. Toyota believes strongly in creating a lasting legacy for our partnerships with the Olympic and Paralympic Games and this is an important step in our commitment to make movement better for everyone.
“Through Parasport Powered by Toyota, we have a great opportunity to significantly improve the landscape of grassroots disability sport in the UK, helping to remove some of the barriers to getting active.” 

The UK network of 180 Toyota retailers will also use Parasport to engage with their local communities and encourage fundraising and volunteering initiatives with employees.

Activity Alliance supported the British Paralympic Association with our insight for marketing to an inactive audience and on barriers to participation. Our Chief Executive, Barry Horne, spoke at the Houses of Parliament launch event this week. He said:

"Activity Alliance enables organisations to support disabled people to be and stay active for life. That’s why we are supporting the British Paralympic Association on their refreshed Parasport site, powered by Toyota. Following its launch, we are encouraging clubs, events and activity providers to sign up for the great online hub."

*(Source: Sport England Active Lives Survey May 2017/18 report. Inactive means less than 30 mins/week)

Visit Parasport to register your club, or search for an activity or club.

Image credit - James Robinson