News Details
Super-Action Campaign – Paralympics of Portugal
Updated : 12/01/2022
SuperAção is the slogan of the new awareness campaign to promote sport for people with disabilities of the Paralympics Portugal with the primary objective of attracting new talent. The deconstruction of the word overcoming refers to Paralympic athletes, who are super in the performance of their competitive activity and to the sport that is life – and action – in constant motion.
The message takes shape in the personification of eight athletes from each of the eight modalities with Portuguese representation at the Tokyo 2020 Paralympic Games. Miguel Monteiro (athletics), Beatriz Monteiro (badminton), Carla Oliveira (boccia), Norberto Mourão (canoeing), Luís Costa (cycling), Djibrilo Iafa (judo), Ana Mota Veiga (equestrian) and Susana Veiga (swimming) are the protagonists, always illustrated in shades of green and red, the national colors that they proudly represent in any competition they participate in.
The visual key acquires even more substance through the presence of three action-inducing keywords – after all, this is one of the main purposes of the campaign. “Incentive, Practice, Support” appear in each image so that they become visible and stimulate those who read to act, to act.
SuperAction focuses on an inspirational record that motivates and mobilizes people with disabilities to join sports and society to engage with the Paralympic movement. At the same time, it is the spark for the launch of the new Paralympic cycle that begins in 2022, with an eye on the Paris 2024 Paralympic Games.
The SuperAção campaign will have its physical dissemination in more than 30 municipalities throughout the country, through billboards, billboards and large screens visible to those who pass by car, circulate on the metro, or shop in a shopping center.
Social networks are part of the campaign's dissemination strategy with the purpose of reaching younger audiences. Traditional media also play an active role in this context through the presence of athletes on radio and television programs to tell their stories and spread the purposes of this SuperAction.