As the Tokyo 2020 Paralympics got under way, British Paralympic Association partner Virgin Media teamed up with a star-studded line up for a social support campaign called #WeAreHere.
Launched on 24 August and featuring stars such as Alex Brooker, Roman Kemp, Sophie Morgan and Lutalo Muhammad, the campaign is a celebrity-fronted virtual movement to boost national support for ParalympicsGB at the Tokyo 2020.
With Covid-19 regulations meaning the 2020 Paralympic Games will take place behind closed doors without fans, friends or families able to be in Japan in person to support the team, the Virgin Media marketing team aimed to generate a loud social support campaign.
Building on its previous 2018 Winter ParalympicsGB in Pyeongchang, Virgin Media’s #WeAreHere campaign sets out to get as many members of the British public behind the team and is spearheaded by a hero film which aims to whip of a social movement it describes as a ‘Wave of Support’.
Created in harness with agency M&C Saatchi Sport & Entertainment, the campaign encourages fans to upload videos of themselves using the #WeAreHere hashtag on Twitter and recreating their own personal version of the famous ‘Mexican Wave’. Fans are encouraged to be as creative in their posts as possible and to shoot their support social spots wherever and wherever.
Good luck @ParalympicsGB We’re right behind you!
Ready to make some noise? #WeAreHere #ProudSponsors #tokyo2020 pic.twitter.com/URcI7gLPWv
— Virgin Media #ParalympicsGB (@virginmedia) August 24, 2021
Virgin Media also partnered with Paralympians Kadeena Cox, Ali Jawad, Stef Reid and Tom Hamer – who are all competing in Tokyo – to front a branded photoshoot designed to showcase their sporting talent through a collection of inspirational images which feature as the anchor campaign creative.
As well as generating team support, #WeAreHere has also been developed to demonstrate how Virgin Media’s connectivity can help fans show their support for ParalympicsGB athletes at Tokyo 2020 despite being 6,000 miles away and eight hours behind.
Thus, to help Paralympians remain connected to their families and friends whilst they are in Tokyo, Virgin Media also gifted the athletes and their ‘loved ones’ with broadband and TV services so that they can be as close as possible to them whilst they compete in Tokyo.
Virgin Media rallies the nation to declare #WeAreHere for ParalympicsGB at Tokyo 2020
Alex Brooker, proud supporter of Virgin Media’s #WeAreHere campaign, said: “I’m excited to be working with Virgin Media to help keep everyone connected to the ParalympicsGB action out in Tokyo,” commented ambassador, comedian and Channel 4 Paralympics presenter Alex Brooker. “We want our athletes to know the nation is right behind them and cheering them on every step of the way!”
Virgin Media O2 Director Of Brand Marketing Simon Groves added: “With our Paralympians competing on the other side of the world without fans, friends, family or loved ones in attendance, they need our support more than ever. That’s why we’re calling on a host of stars and the British public to join our WeAreHere campaign and take part in the Wave of Support to show them our support that will hopefully spur them on to success in Tokyo.”
The Tokyo 2020 Paralympic Games coverage aired in the UK on Channel 4 from 24 August.
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