Leveraging its status as an International Partner of the International Paralympic Committee (IPC), Citi has leveraged members of its Paralympic athlete ambassador stable for a Black History Month campaign focused on US and UK BMAE Paralympians and their own equality-focused cause projects.
The campaign revolves around a series of social spots hosted on Citi’s digital hub and amplified across its social channels.
The activation launched at the start of March with a set of three online videos featuring the stories of three Citi ambassadors and Paralympic gold medalists Nicky Nieves, Trevon Jenifer and Kadeena Cox.
‘Creating Diverse Opportunities’ highlights how Nieves is passionate about creating more diverse opportunities in the volleyball world and explains how she believes ‘if you can see it, then you can do it’.
‘Leaving A Legacy’ sees Trey Jenifer discuss the impact he wants to leave as a proud, black athlete while living his life to his fullest.
‘Paving the Way’ spotlights how Cox wants to pave the way for athletes that come after her and create change that allows for a more inclusive environment in Para Athletics and Para Cycling.
Comment:
Citi has an athlete endorser stable which includes 42 para athletes from 20 countries: each a world-class athlete chosen to represent Citi’s values and selected for their impressive accomplishments both in their sports and in their lives.
Collectively, they participate in 13 different Para sports, have won 94 Paralympic medals and represent a diverse range of Paralympic classifications. They give a face and voice to people with disabilities and are vocal advocates for the Paralympic Movement.
As an IPC partner, the US based financial giant supports the global governing body, 18 different National Paralympic Committees and a team of Paralympic brand ambassadors as they prepare for regional and world competitions as well as the (delayed) Tokyo 2020 Paralympic Games.
The 18 National Paralympic Committees Citi is sponsoring include: Australia, Chinese Taipei, Colombia, Costa Rica, Great Britain, Hong Kong, India, Indonesia, Ireland, Malaysia, Mexico, Nigeria, Philippines, Poland, Singapore, South Africa, Thailand, and the UAE.
The activation brings to life the issues of ‘diversity’ and ‘inclusion’ which are key imperatives for Citi and which it uses its IPC partnership as a powerful platform to change perceptions of people with disabilities.
Other strands of the partnership include a global, year-round Citi employee parasport volunteering programme and a commitment to using its brand assets and marketing platforms to help raise awareness for the Para Movement worldwide.
The sponsor’s campaign launched during the same week that the IPC itself marked the One Year To Go countdown to the start of the 2022 Beijing Winter Paralympics.
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