Ottobock launches Paralympic Games initiative: “The Unofficial Discipline”.
As the world gathers in Paris for the Paralympic Games and athletes compete against each other across 23 disciplines, Ottobock is launching a symbolic new discipline with the support of the International Paralympic Committee (IPC). In this "Unofficial Discipline," people with disabilities face involuntary challenges every day. It's about "competitions" in everyday life: broken elevators, missing ramps, stairs, cobblestones, narrow doors … as well as prejudices they have to overcome. Such challenges go unnoticed by most people, even though more than one billion people, which makes 16% of the global population, live with some form of disability.
“The Unofficial Discipline refers to the hurdles that people with disabilities must overcome daily. While the Paralympians compete in the stadium for medals, delivering top performances and breaking world records, they are also battling invisible obstacles and prejudices,” said Martin Böhm, chief experience officer at Ottobock. “We want to raise awareness of these challenges, start a conversation and bring about change. We can all help break down barriers – no matter how big or small. After all, the only way we can win is if everyone can cross the finish line.”
The Unofficial Discipline will be visible during the Paralympics Games in Paris with a range of slogans on billboards, posters and video projections, led by creative studio PRESENCE. Headlines like these are designed to attract public attention: Can we break the record for breaking barriers? / You can’t rise to the top in a broken elevator. / Inaccessibility won’t make it to the finish line. The subline and QR code invite to learn more about the mission to make everyday accessible. These campaign messages are strategically displayed around inaccessible places such as staircases, on Metro billboards as well as popular tourist attractions around the city.
In addition, more than 20 top Paralympic athletes and 50 brand ambassadors of Ottobock are bringing “The Unofficial Discipline” to life and into the digital world. Using the hashtag #UnofficialDiscipline, people from around the world are sharing their day-to-day challenges via Instagram and TikTok. They are encouraging their followers to share similar moments, thereby creating a social media movement.
“Our goal is to make everyone aware of the barriers that people with disabilities face in their everyday lives,” said Martin Böhm. “Paris is just the beginning. The campaign will soon be extended to other cities in Europe and the United States. We recognise that our mission to break down barriers is marathon, not a sprint.”
Nothing will stop Para athletes competing for medals in Paris in the stadium. However, like all people with disabilities, they face obstacles in their daily lives in their respective countries. The following athletes, among others, will share their own personal hurdles that they face daily:
The new discipline isn't official, but it's real. It's not about medals or records, it's about real life. The competition takes place on the streets, in subways, offices and cafes around the world.
“The Unofficial Discipline is more than just a symbolic gesture. It is an appeal for change, a wake-up call for a more inclusive world so that people with disabilities can live their lives as they choose,” said Martin Böhm. “We can only win in this discipline if we work together to put an end to it.”
More information and insights can be found on the campaign website.