Same but different

They're doing the same sport, yet a little differently. When Vendula Dušková, Czech national swimmer, hears the national anthem at a race, she remains seated in her wheelchair. But otherwise, nothing changes for her - parasport brings the exact same emotions as any other sport. It is on this insight that we built a campaign for the Czech Paralympic Committee for the upcoming Paralympic Games at the Summer Olympics in Paris. The aim was to raise interest in the paralympic movement among the wider public and at the same time, to highlight with exaggeration and humour the various obstacles faced by disabled athletes.

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For a small country, we have a lot of top athletes we cheer for at world championships, whether it's hockey, tennis, biathlon or shooting sports. All these achievements attract millions of viewers to their screens. Unfortunately, this is not the case for para-athletes. In line with the Czech Paralympic Committee's vision, we therefore came up with the strategic approach Sport is just one, which builds on the Czech penchant for cheering and shows that para sport brings the same thrill and anticipation.