An article in Adweek about IPC’s new campaign shed light on the ongoing perception gap surrounding the Paralympic Games. Even though I’m guilty of not being a regular Paralympics viewer myself, I was shocked by this realization, and it got me thinking: How can we, as marketers, be part of shaping this narrative?

Closing the Perceptual Gap:

Why We Need to Talk Differently about the Paralympics.

Further analysis reveals that brands with similar perceptions to the Paralympic Games include YMCA, United Way, and Habitat for Humanity - all of which are attributed with a 'charity' label. In contrast, the Olympic Games is more akin to other sports brands like MLB, NBA, NFL. I was shocked and saddened to see this perceptual gap validated through data, especially when the level of grit and competitiveness is no different between the two events. Doesn’t this sound strikingly like the treatment that women’s sports have been getting?

Breaking Barriers

Promoting inclusivity in sports requires more than just having events and leagues that represent a diverse set of participants. While the International Paralympic Committee and various women's sports leagues have taken important steps to start the conversation, it is crucial for their counterparts to amplify the message and make it louder.

However, this conversation should not be limited to the realm of sports alone. Brands also have a unique opportunity to become true agents of change.

The conversation about breaking barriers has already started.
How is your brand planning to enter the chat?
 

Want to better understand how your brand can help break barriers?
Contact us to schedule a 30 minute complimentary consultation.

Author: Aylin Yasa
Director, Strategy and Insights
Aylin Yasa, who joined BAV Group in 2015, is a Director who interacts with clients on a daily basis to meet their short-term and long-term needs. She has worked with a variety of globally leading brands ranging from the CPG category to technology and to finance, and has been helping clients to better understand their current brand positioning through data both within the US and globally, shedding light on future brand positioning as well as assessing brand fit for partnership opportunities.

Aylin has graduated from Bucknell University School of Management in 2015, where she double-majored in markets, innovation and design and French, and holds both a BS in business administration and a BA.

Connect with Aylin on LinkedIn.

Opinion Party (Vol 3): Summer Beach Reads
This article is from the third volume of "Opinion Party" from BAV Group, a collection of points of view that focused on embracing the unknown, trusting ourselves and others, and ultimately a body of work that helps us all to connect around topics that unite us rather than divide us. Explore this, and the rest of the articles, to see how our authors have taken their unique experiences and written informative and timely pieces on the intersection of brands and belonging in today’s culture.