Marie Chen’s Post

Happy Monday! Have you been following the Paris 2024 Paralympics Games this weekend? Did you know Hong Kong has 28 athletes participating in the Games? And do you feel the hype for the Paralympics is different than the Olympics? A media owner, Channel 4 in UK, finds the audience has a different mindset when watching the Paralympics, and they want to change this. Their research found 60% of people watch the Paralympics to see athletes overcoming their disability, as opposed to 37% watching for exciting sporting competition. Channel 4 wants people to recognise that Paralympians are world-class athletes and there should be no caveats to their excellence. They launched a Considering what? campaign that has an edgy cinematic TVC and a series of posters, sporting patronising comments alongside shots of athletes mid-competition, which highlight the absurdity of such remarks. Read more from It's Nice That. It will make you rethink the communications on Paralympics and how impactful campaigns can help to shift the social perception of Paralympians. #FeedingtheChange #FoodforThought #inclusivity #Paralympics #Paris2024 #ConsideringWhat? https://lnkd.in/d_ukYRwU

The key to great content is creating ads people want to share, not just see. Why? Conversational media is shared across messaging platforms and beyond, and can transcend the typical ad experience of passively watching or (*gasp!) skipping.   If you can inspire someone to talk about your content/product/story, you’ve essentially created another WOM channel; as well all know, WOM is the holy grail - the most trusted and effective form of advertising.   Being a part of the conversation around trending topics and major cultural moments is easier said than done. With #Paris2024 approaching in a few weeks, all eyes will be on iconic Olympic advertisers like Nike, Ralph Lauren and Procter & Gamble (IMO, 'Thank You Mom' remains one of the top 5 most memorable ads I've ever seen).   After COVID partially derailed #Tokyo2020, the Summer Olympics are finally back on track and #Paris2024 will dominate cultural conversation for the foreseeable future -- offering an important opportunity for brands to create impactful and share-worthy campaigns.   A prime example of such an ad is the International Paralympic Committee “The Paralympics Dream,” which aims to smash disability stereotypes and make the Paralympics the most-watched Games ever. The spot's abrupt shift from a dreamy, animated scene (it's giving Dragon Tales meets Care Bears) to raw, live-action footage of intense training brings the reality of Paralympians' hard work and dedication to the forefront. In the spirit of conversational media, I encourage you to share and celebrate the true spirit of the Paralympics.   Thanks for putting this one on my radar, Pedro L. Rodriguez!

The Paralympic Games are a celebration of incredible talent, resilience, and athleticism. With athletes pushing boundaries and breaking records, it’s no surprise that the excitement surrounding these events continues to grow globally. But with so many events and sports happening simultaneously, keeping up with all the action can be challenging. That’s why we’ve rounded up five must-visit websites that will help you stay up-to-date with the latest Paralympic results, news, and more. Here are the top platforms you need to follow: • Paralympic.org 🌟: The official website of the International Paralympic Committee (IPC), Paralympic.org is your go-to source for real-time results, schedules, and in-depth coverage of the Games. You can also explore athlete profiles, medal standings, and watch live streams of the events. If you want official, accurate information straight from the source, this is the site to keep on your radar. • BBC Sport Paralympics 🎯: If you’re looking for a comprehensive and detailed coverage of the Paralympics, BBC Sport offers daily updates, results, and athlete interviews. With live commentary, recaps, and expert analysis, this site gives you a well-rounded view of the competition. Plus, it’s perfect for UK viewers who want the best highlights and reports. • The Guardian Paralympics 📰: Known for its in-depth sports journalism, The Guardian offers a Paralympics section that includes real-time updates, results, and engaging human-interest stories that shine a light on the athletes. The editorial pieces provide context to the performances, making it more than just a results tracker but also a hub for thought-provoking content on adaptive sports. • Paralympic Games Mobile App 📱: For fans on the go, the official Paralympic Games app is essential. It provides push notifications on results, medal counts, and breaking news, ensuring you never miss a beat. The app’s personalized experience allows you to follow your favorite athletes and events closely, so you can get updates on what matters most to you, right in the palm of your hand. At CuCompany América, we’re all about staying connected with the world’s biggest sporting events, and the Paralympic Games are no exception. These platforms will help you stay on top of the action, celebrate the victories, and follow your favorite athletes as they inspire the world. Which platform do you use to follow the Paralympics? Share your favorite in the comments, and don’t forget to pass this post along to fellow sports fans! Let’s support the incredible athletes competing on the world’s biggest stage. 🌍🏅 #Paralympics2024 #AdaptiveSports #ParalympicGames #CucoCompany #SportsFans #StayUpdated #Inspiration

How Brands Will Help the Paris 2024 Paralympic Games Go for Gold

📡🥇🏟️ Broadcasting the Paris 2024 Paralympics: The Chicken or the Egg Dilemma 🐔🥚🐣 🧐 I've always wondered about the "chicken or egg" dilemma in the media, and the Paralympics are a great case: do certain topics like women's and Para sports lag in popularity due to less coverage, or is it the other way around? As this year's Olympic audiences were off the charts, the Paris 2024 Paralympics might provide some answers. ⬇️ 📺 For the first time ever, the Paralympics will enjoy live coverage for all 22 sports across 160+ countries! 🌍 The key goal, maybe as opposed to meeting demand as is the case for more popular sporting events, is to raise awareness by elevating Para sports' global perception. Visibility is crucial, not just for the athletes competing but for broader inclusivity and representation in sports, and beyond. The Paralympics platform can engage and inspire audiences differently than the 'traditional' Olympics. ➡️ With over 1,300 hours of live sport, Paris 2024 could indeed challenge traditional views, and prove that visibility drives audience reach. 📈 Interest in the Paralympics has doubled in eight years, with a 20% increase in media rights revenue from Tokyo 2020. 💰 🤔 So, what do we think? Will Paris 2024 prove that visibility precedes popularity? By giving Para sports equal exposure, are broadcasters shaping interest or are they just reflecting it? I believe the responsibilities are shared, from broadcasters' choices to audiences actually tuning in and demanding more exposure for themes in sports and other topics as well. Let the games begin! 🥚🐣🥇 #Paralympics #Paris2024 #SportsBroadcasting #ChickenOrEgg #Inclusion

Nike is embracing the spirit of competition as it brings back its winning agenda for the upcoming Paralympics 2024. While its Olympics campaign focused on the messaging of ‘Winning Isn’t For Everyone’, highlighting that athletes have a drive that pushes them to be the best they can be on the field, the new ad shifts the focus while maintaining its bold, unapologetic tone. Titled ‘Winning is Winning’, the Paralympic campaign, crafted by Wieden+Kennedy Amsterdam, follows the format of the original Olympic ad, but with a twist. Narrated by Italian fencer Bebe Vio, the ad challenges the notion that simply participating is enough.  People with disabilities are already faced with society’s silent judgements and scrutiny as they strive towards accomplishing goals on their terms, in their respective fields. In sports, their participation is often equated to them making the most of what they possess and this should be considered a win.  The ad attempts to challenge this idea and brings forward the mindsets of athletes. The ad showcases a series of in-game shots featuring Paralympians including Vio, Germany’s Markus Rehm, America’s Beatriz Hatz, and Spain’s Núria Marquès. Vio’s voice-over says, “They say just being here is winning, participating is winning,” before she delivers the punchline that captures the spirit of the Paralympics - “Last time I checked, winning is winning.” Nike’s Olympic campaign, ‘Winning Isn’t For Everyone,’ raised eyebrows. The original campaign, narrated by Willem Dafoe, delved into the raw and ruthless nature of what it takes to be the best, that winning comes at the risk of being painted as a villain

🌍 #Paralympics – Incredible Performances, but Lacking the Attention They Deserve? In a year filled with major sporting events like the EURO 2024, the world of sports has once again proven to be a key driver of public attention. For #corporatecommunication professionals, these events provide valuable insights into how global narratives shape public opinion and influence brand visibility. While the Summer Olympics stole the show with an incredible 377 million engagement, the 2024 Paralympics made an impressive impact of its own with 69.7 million engagements – outpacing even global events like the Tour de France. Interestingly, unlike the Olympics, which saw a drop in attention after the grand opening ceremony, the Paralympics maintained steady engagement throughout. Consistent updates, like the daily "How the Day Went" segments, kept fans connected and engaged, proving that steady, meaningful content can keep the momentum going – even without headline-grabbing moments. 💡 As we reflect on this landmark year for sports, our analysis highlights that engagement isn't always about the biggest spikes – it's about sustaining the connection with your audience. 📊 Download our report now and get access to exclusive media insights for the Paralympics 2024: https://lnkd.in/evn-wjhp #listentotheworld #diversity #disability

TV REFRESHING SPORT Interesting to see the evolution of television's treatment of the Paralympics. Channel 4's trailer for Paris 2024 'Considering What?' has just launched - you can watch it at https://lnkd.in/eicRyJXM The concept is that to achieve sporting greatness paralympic athletes must overcome the same forces that are arrayed against everyone: friction, gravity, heat and time. So sport doesn’t care about disability but only about these forces to which humanity is universally subject. Paralympians' extraordinary sporting achievements should be viewed and judged on these terms. Until 2008 the BBC had the rights and did a lacklustre job of it. When my alma mater Channel 4 took it over for London 2012 we gave it a huge shot in the arm. The emblem for that massive refresh was the classic 'Meet the Superhumans' trailer directed by Tom Tagholm at 4Creative ( https://lnkd.in/eaJFBa_T ). The Channel made the Paralympics cool and competitive in a way in which it had never been perceived before. The number of hours of coverage was multiplied massively. The promotion was C4 cheeky at its best: "Thanks for the warm-up" the posters said to the brilliantly successful 2012 Olympics in the gap between the two events, which for the first time felt like two sides of the same coin, pretty close to parity. The Channel had a challenge to live up to the 'Meet the Superhumans' campaign when it came to Rio 2016. They somewhat over-egged it in 'We're the Superhumans' with an over-complex creative treatment ( https://lnkd.in/eWnye4YN ) - second album syndrome. This time out the trailer has taken a very different turn - surprising, dark, grotesque, surreal, noisy. Apparently this is to some degree in response to criticism that Superhumans makes Victorian freaks of the paralympians. That's not too convincing an argument given the feelings 'Meet the Superhumans' engenders. There's a wonderful shot in it where a female swimmer under the poolside shower turns to the camera with a look of utter disdain which says 'I don't give a damn what you think - I'm the best'. And sprinter Johnny Peacock was a genuine modern matinee idol star. 'Considering What?' is a dark contrast but nonetheless thought-provoking and pokey, and that's what Channel 4 was put on earth to do. Most importantly, the Channel took the Paralympics to the next level and prompted a significant, lasting change to how paralympic sportspeople are perceived by the British public (and beyond), testimony to the power of television and public service broadcasting at their best. #sport #sportspeople #paralympics #TV #television #Channel4 #attitude #trailers #marketing #promos #publicservicebroadcasting #PSB #disability #diversity #Paris2024

Paralympics made a revenue of $26Mn in the year 2022. As a sports and technology aficionado, I find the evolution of the Paralympics particularly inspiring. Let's dive into some numbers and facts that highlight this remarkable journey: 🌟 The Inception: 1948: The story begins with Dr. Ludwig Guttmann's Stoke Mandeville Games for WWII veterans with spinal cord injuries. 1960: Transition to the first official Paralympic Games in Rome, with 400 athletes from 23 countries. 📈 Growth Over the Years: 1976: Introduction of more disability categories and the first Winter Paralympics. 1980s-1990s: Steady increase in participating nations and athletes. The 1988 Seoul Games marked a significant milestone with the Paralympics being held in the same city as the Olympics. 2000s: Continued expansion, with the Sydney 2000 Paralympics featuring over 3,800 athletes from 123 countries. 🔍 Technological Milestones: Advancements in Prosthetics and Equipment: The evolution of sports technology, especially in prosthetics and wheelchairs, has been pivotal in enhancing athlete performance and safety. Data Analytics: The use of data analytics for performance improvement and injury prevention has become increasingly significant in recent years. 🌍 Impact and Legacy: Global Platform: The Paralympics have evolved into a global platform for championing inclusivity and challenging perceptions about disabilities. Cultural Impact: These games have significantly influenced policies and attitudes towards persons with disabilities worldwide. 🏌️♂️ Personal Takeaway: Inspiration: Each athlete's story is a testament to resilience and the power of human spirit. Innovation in Sports: The integration of technology in Paralympic sports resonates deeply with my passion for golftech and sports innovation. In conclusion, the Paralympics aren't just a sporting event; they're a celebration of human potential and technological progress. The journey from a small post-war event to a global phenomenon is nothing short of extraordinary. #Paralympics #SportsTech #InclusiveSports #GrowthStory

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