R/GA London and Allianz, in partnership with the International Paralympic Committee (IPC), launched “Day 1 Done,” a new digital training series led by well-known paralympic athletes that’s designed to encourage more young people with disabilities to play sports. The campaign, which is part of Allianz’s MoveNow program, was co-created by people with disabilities, including 50% of the film crew.
As the Worldwide Insurance Partner of the Olympic and Paralympic Movements, Allianz looked at the main barriers that young people with disabilities face, such as loss of confidence from comparing skills to peers with typical development, or lack of access to skilled instructors for inclusive training. Allianz also found that younger people move significantly less following the pandemic. “Day 1 Done” aims to address these issues, and to demonstrate to young people that they can break through the first barrier: getting started.
The content gives viewers inclusive and accessible training drills – audio-guided, sign language and subtitle versions – that can be carried out easily at home through a microsite with downloadable training plans. The content features inspiring and easy-to-understand training videos from real Paralympians like Nico Langmann (Para Tennis), Fleur Jong (Long Jump), Mary Fitzgerald (Shot Put) and Guido Bonsen, coach of Team Para Atletiek.
As part of the campaign, R/GA and Allianz created daily motivational calendar tips, including audio messages from the athletes starring in the campaign. The audio tips sync directly to people’s phone calendars to remind them to keep moving beyond day one.