Channel 4 has teamed up with ParalympicsGB to launch a major, on-air campaign to encourage disabled people across the UK to take up a sport and become more active, ahead of the Paris Paralympic Games.
The campaign, which will run across Channel 4 channels from August 28 during the Opening Ceremony and throughout its extensive free-to-air coverage of the games – will drive viewers to the Every Body Moves initiative, a project run by ParalympicsGB in partnership with Toyota to link disabled people with inclusive opportunities to be active in their local area.
Channel 4’s coverage of the Paralympics will promote the campaign by featuring an on-screen QR code at least four times a day with guidance on how viewers can use it. Anyone who scans the QR code on a smartphone will be directly to the Every Body Moves website where viewers can find opportunities to be active locally or at home.
The screening of the QR code will also be supported by studio discussion about the project and features profiling the work and participants.
On the Every Body Moves portal, visitors can enter their postcode and the site will show a range of inclusive sports and activities in their area.
The site makes it easy for people to identify and try out local groups across a full range of sport and physical activity opportunities, supporting more active lifestyles and also bringing people together, helping mental well-being, and fostering communities. The site includes details of thousands of clubs, activities and events across the UK.
Channel 4’s Head of Sport Pete Andrews said: “We want to help disabled people of all ages get engaged in and feel the benefit of sport and exercise. The best way to know what local sports clubs and activities are open to you is to input your postcode on ParalympicsGB’s Every Body Moves website.”
Seven-time Paralympic Champion Hannah Cockroft added: “Campaigns like Every Body Moves are so important because we digest so many things on social media and in the media, but you still don’t see that many disabled people included. You don’t see someone like you. I still visit schools where disabled children are being told they can’t do sport, they can’t take part in P.E. That was what I was told growing up and look what I’ve gone on to achieve. It terrifies me that there are still young people out there being told that, it’s such a damaging narrative.
“Campaigns like Every Body Moves show that everybody can do something. There is a sport or activity that everyone can enjoy. You don’t have to be a Paralympic champion, all that matters is having fun and being active.”
