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Motivate me (May 2014)

Published by Activity Alliance and 2CV
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A report to understand what motivates and appeals to disabled people to take part in sport and physical activity. Findings based on market research conducted in December 2013 –March 2014.

This report is another step closer to better understanding what needs to improve in the sector to increase participation. It focuses on understanding how best to engage with disabled people and make sport and physical activity appealing to them.

The research identified that the majority of current sport and physical activity initiatives and promotions aimed at disabled people are failing to effectively engage them. This is because they tend to focus on disability or impairment and therefore disabled people to do not associate with them.