Double Paralympic champion Jonnie Peacock has teamed up with ParalympicsGB and Toyota to encourage people with impairments to participate in physical activities.
The 25-year-old - who won T44 gold at the London 2012 and Rio 2016 Paralympic Games - has made his name on and off the athletics track after appearing in Strictly Come Dancing in 2017.
And he hopes Parasport website, powered by Toyota, becomes an online hub to discover all the fantastic activities available to everyone, no matter what their disabilities are.
"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!" said Peacock, who will be aiming for a hat-trick of Paralympic medals at the 2020 Paralympic Games in Tokyo next year.
"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."
Recent research shows that between 34% and 51% (depending on number of impairments) of disabled people are inactive,* compared to 25% of the general population who are inactive.
Parasport helps to address this challenge by encouraging people with disabilities to try new physical activities.
The campaign makes its TV debut in Channel 4’s The Last Leg on Friday 15 March and will feature in a number of adverts across ALL4, Youtube and other social media platforms.
The new Parasport will:
- Connect disabled people to opportunities to get active through a new digital platform: Parasport.org.uk, 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 disabilities. 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.
Source: Sport England Active Lives Survey.