Disabled people are almost twice as likely as non-disabled to say they are unable to find accessible and inclusive activities near them which is resulting in 1.3 million people with complex disabilities in the UK not active enough to be healthy[1]
In a world where inclusivity in sports is often sidelined, Toyota set about using the highest profile event, the Paralympics, as the opportunity to demonstrate its vision of delivering mobility for all with no one left behind by revolutionising this space and setting a new benchmark for society –
Introducing Every Body Moves powered by Toyota.
By transforming the perception of disability activities from elite to accessible via a platform rebrand, Toyota didn’t just talk the talk; they helped redefine movement for everyone.
The campaign’s innovative approach involving content, media partnerships, influencers, community events and ultimately placing ParalympicsGB’s Every Body Moves at the core of their Paris activation plan in the lead up to, and during the Games.
The result: unprecedented engagement, an 18% growth in social following, 959,000 website visits, peak engagement during the Games and record levels of opportunities available for the disabled community of all ages and abilities. The gold medal moment; a lasting legacy with 83% of participants more likely to take part in physical activity following engaging with the platform.
These numbers aren’t just statistics; they’re a testament to a brand and rights holder working together to drive real societal change around the biggest disability sporting event in the world.
[1] Sport England: Active Lives Survey
