- After an atypical edition of the Olympic Games, the next step is to welcome the Paralympic Games, also in Tokyo
- The Paralympic Games will arrive to try to offer a sporting event different from the one we experienced weeks ago
- Some companies have already started working on advertising strategies for the start of the sports fair. Channel 4 launched an interesting campaign
After an atypical edition of the Olympic Games, the next step is to welcome the Paralympic Games, also in Tokyo, which this year will be experienced in equal circumstances.
On August 24 and until September 5, the Paralympic Games will arrive to try to offer a different sporting event than the one we experienced weeks ago. In addition, the Paralympians usually have a certain special touch that makes them stand out.
We are immersed in a complicated and uncertain panorama, we know that very well. It is still unimaginable how far this Delta variant of Covid-19 will reach and, above all, if new, even more contagious and deadly variants will arrive along the way.
As we saw, the 2021 edition of the Olympics suffered greatly from the ravages of the pandemic, confinement and the presence of Covid in many aspects, one of them was publicity, which did not have a great impact due to the global health emergency situation.
This context will also prevail in the Paralympic Games, although it is expected that it will be handled in a different way with the aim of offering something different to the audiences, and some companies have already begun to work on advertising strategies for the start of the sports fair. , one of the most emotional without a doubt.
One such strategy is that of Channel 4, the UK television channel, which is striking for its simplicity, colorfulness and cleverness, playing with some concepts to create a sufficiently remarkable campaign.
The campaign is called “It’s Rude Not to Stare” (“It is rude not to stare”, translated into Spanish), and has its roots in this traditional concept that, since we were children, we are told that it is rude to look fixedly on those handicapped people, who have a physical-motor or mental impairment, which allows us to develop various activities, such as walking, talking, and so on.
Through various advertisements placed in the streets, what this campaign is doing is recognizing the effort that Paralympic athletes make every day to improve themselves, whether in their training, in the competitions they have or even in their lives. daily.
Another thing that is important to note is that the campaign ties in very well with the one that the television network launched last year regarding the Paralympic Games, a spot called “Super. Human. ”, Which speaks to us precisely of the value that paralimic athletes demonstrate in each of their competitions.
Without a doubt, prior to the start of the Paralympic Games, it seems that there is a greater expectation in many ways, despite the fact that the presence of Covid-19 does not stop.
Let us remember that in the Olympic Games, more than 400 positive cases were registered towards the end among the athletes and members of the different delegations.
Now, to carry out a better organization in that particular aspect, it is necessary to implement more and better prevention measures, in order to show that something has been learned from the recent Olympics.
In the same way, for brands it represents a new space to continue with their marketing strategies, after the Paralympians tend to have that different touch that, on many occasions, highlights them much more.
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