Athletes from Team GB, ParalympicsGB and Special Olympics GB have joined forces for a campaign to tackle bias and discrimination.
Their faces are appearing on high profile outdoor advertising screens which will feature across the UK this summer.
Created and facilitated by the outdoor media company Ocean Outdoor, ‘This is What a Level Playing Field Looks Like’, uses the prism of sport to recognise the importance and contribution of everyone no matter what their ability, gender, race, sexual orientation, or belief.
The six athletes are working to make opportunities more accessible to diverse and marginalised groups. In each case, sport doesn’t discriminate, but outside of the competitive arena, the story is often quite different.
Taking part are British rower and World Cup silver medallist Kyra Edwards; Tokyo silver medallist and European champion Kye Whyte (BMX); British alpine skier and ParalympicsGB’s most decorated winter athlete Menna FitzPatrick MBE and her competition guide Katie Guest; and Special Olympics GB athletes Mitchell Camp and Lily Mills who compete in track and field and tennis respectively.
“This initiative uses the power of sport to speak to inclusivity, overcome prejudice and challenge the culture around marginalised groups,” said Kevin Henry, Ocean’s head of content and sponsorship.
“Our inspirational role models are the faces of a campaign to reframe conversations about fairer representation without limits.”
A two-minute feature combining sports action footage with original photography will appear across large format outdoor screens in nine cities ahead of the Special Olympics World Games in Berlin (June 17 to June 25).
“As a disabled person I know how important fair representation can be to challenging perceptions and breaking down the barriers we face in our daily lives,” said Dave Clarke, CEO of ParalympicsGB.
“This exciting new campaign harnesses the unique power of sport to combat discrimination wherever it exists and demonstrates the potential that lives in each and every one of us.”
Ocean’s equality, diversity and inclusion campaign will be amplified on social media and underpinned by the hashtag #daretodream, featuring the athletes as they prepare, train and compete in their competitions.