That's #MySport
We developed a social media campaign for the German Disabled Sports Association (DBS) and its platform parasport.de. The goal: to motivate people with disabilities and support them on their journey into para-sports.
There is no single path to parasports. Over 29 sports, countless clubs, and highly individual goals. The parasport.de platform already reflects this diversity and offers helpful tools for getting started. But how do we get people there? Our task: to create real visibility. For the sports, for the local clubs, and for the people themselves. The goal was to make it possible to get started in parasports and to pave the way to the gym or the field through targeted motivation.
Three magic words for greater motivation
Our response is a campaign that turns the narrative on its head. We place the athletes at the center as the protagonists of their own stories. The creative heart of the campaign is formed by the triad: "My sport. My disability. My XYZ."
The first two parts set the starting point and framework, while the third part is the individual variable: my courage. My path. My focus. My thing. This mechanism creates maximum identification and flexibility. It works just as well for amateur athletes as it does for Paralympic champions. The message is clear: I am in control. This is my sport and my path!
Reels, shorts, and even more movement
To convey this emotion, we consistently use the DBS's social media channels (@dbs_sportvielfalt). Fast-paced reels, emotional shorts, and image carousels engage users directly in their feed. The content is approachable and authentic. The landing page is optimized for mobile devices, provides access to the sport and club finder, and offers helpful information in the form of FAQs to help users find their own way into sport.
"Questions and answers" is also the keyword for the 29 landing pages on the various Paralympic sports. We have expanded these with new FAQ sections so that practical aspects of the sports can be addressed and uncertainties can be cleared up immediately. Ultimately, this is also good for SEO and AEO (Answer Engine Optimization). Supported by Aktion Mensch, this has resulted in a campaign and content that makes it as easy as possible to get involved in para-sports.
Find out more at parasport.de/startedeinenweg
