Road to Tokyo / British Paralympic Association / Sainsbury’s

Sainsbury’s wanted to reinvigorate their long-term partnership with the British Paralympic Association targeting an internal audience. Featuring high profile Paralympians, we created a series of films that takes Sainsbury’s colleagues on a journey with these athletes.

The series was kick started at one year to go with an introduction to the team of British Paralympians that included; Jonnie Peacock, Ellie Simmonds, Lauren Steadman, David Smith and Ali Jawad.

The following episode saw the team of athletes visiting Sainsbury’s stores across the country, where they met colleagues and talked about how much Sainsbury’s support of the ParalympicsGB team means to them. We also created a fun warm-up session for the colleagues and athletes to participate in, getting everyone fully involved!

We then followed the athletes as they surprised children at several Sainsbury’s Active Kids Holiday Clubs. Demonstrating to kids that disability is not a barrier to participating in sport is such a positive message which went down well at the Clubs.

The series will continue next year with visits to athlete training sessions to see them in action as they prepare for the Games in Tokyo. We will also visit their homes, meet their families and see what additional support the athletes get from their friends and loved ones.

The content was distributed across the Sainsbury’s internal channels and was positively received and continues to engage colleagues in a positive manner.