Paralympics London 2012: Why I Salute Their Incredible and Inspiring Communication. Wonderful!

In this post I want to celebrate, and congratulate, the Paralympians and the London 2012 Paralympics Organizing committee for showing how a brilliant strategy and marketing can change prejudice and established attitudes.

The London 2012 Paralympics have started. The organisers have been overwhelmed by the passion for the games that the UK population is showing. 

For the first time ever, since they started in 1948, it looks like the event will be totally sold out. In part this is due to the energy and excitement that the very slick London 2012 Olympics created in London and across the country.

But it is, in my view, driven as much by the brilliant positioning and marketing that the London 2012 Paralympics Team have used.

They have positioned the games as a competition and celebration of incredible human achievement. It is not about disabled people competing in a second best alternative to the Olympics. They have focused on the remarkable spectacle, the entertaining sport and about individuals pushing to excel and compete to achieve the fastest, highest and best results possible.

They focus not on the disability. But on the superhuman sport and achievements. They focus on celebration, not pity. They focus not just on athletes, but the personal stories of the people involved.

They congratulate able bodied Olympians for being amazing. They congratulate the Paralympians as being even more amazing. They call them “The Superhumans”. So not second class citizens with a disability, but as super humans for overcoming it and pushing the boundaries further and further.

Channel 4 in the UK who won the rights ran 2 brilliant and inspired (and inspiring) themes in the run up to the games:

1. Thanking London 2012 Olympics for the “warm up” to the main event of the Paralympics.
2. Running adverts and TV programs declaring: “Welcome the Superhumans”

Channel 4 Poster Ad: Thanks for the warm-up. Paralympic Games

Channel 4 Poster Ad: Meet The Superhumans. Paralympic Games

The series of adverts below by one of the sponsors, LLoyds TSB bank, builds on that theme pushing the super human achievements.

Llyods TSB London 2012 Paralympics Ad

Llyods TSB London 2012 Paralympics Ad

Llyods TSB London 2012 Paralympics Ad

Llyods TSB London 2012 Paralympics Ad

I salute the Paralympians. I salute the Paralympics Organizers. This is a marketing and communication masterclass on how to change generations of attitudes. Thank you.

Further Reading: My View on the London 2012 Olympics Sponsors Ads

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