Beyond this land - attracting new audiences to Para sport

Africa remains one of the least engaged regions in disability sports and the adoption of assistive technology. Feedback from phase one (2020-24) of the AT2030 Para Sport Against Stigma project revealed a persistent misconception that disability sports are primarily a concept of the Global North, with little relevance to Africa.

To challenge this narrative and leverage the global attention on disability sports in the lead-up to the Paris Games, the Malawi Paralympic Committee and the African Union Sports Council Region 5 launched the #BeyondThisLand campaign, supported by the University of Malawi and Loughborough University (UK).   This digital initiative aims at attracting a new and diverse audience to disability sports and is part of ongoing research to explore how the media can better be used to amplify this discourse and also call on everyone to watch and amplify the stories and journeys these Para athletes have been.

By highlighting the dynamic and empowering nature of disability sports, we believe this campaign can create a "soft landing" for the broader adoption of assistive technologies. Sport can serve as a compelling entry point, helping to normalize the use of these technologies and showcase their transformative impact on the lives of people with disabilities.

The campaign is being executed in three phases: collaborating with creators and influencers, working alongside National Paralympic Committees across Africa, and partnering with allies in the disability inclusion space. 

The #BeyondThisLand campaign is part of the AT2030 program, which is testing 'what works' to improve access to assistive technology. The program is funded by UK Aid and led by the Global Disability Innovation Hub. Phase One of Para Sport Against Stigma (2020-2024) was a collaboration between Loughborough University, the International Paralympic Committee, and the University of Malawi.

Audio description:

"The video opens with stunning travel imagery from across Africa, showcasing landscapes and wildlife. Gradually, subtle action shots of African Paralympic athletes are interwoven. As the music and poetry intensify, the pace of the visuals quickens showing grit, determination and celebration.  The video closes by revisiting the travel scenes and climaxes with the words 'Beyond This Land' in bold white letters, filling the screen."

Find out more about the campaign.