Co-Op

How we rallied everyone across Britain to support our squad as we geared up for the World Para Athletics Championships.

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Making team spirit a national sport.

In 2012, Carly's world revolved around her friends and weekend outings to the bars and clubs of Manchester, like many young women. However, her life took a profound turn when she experienced the closing ceremony of the London Paralympics.

Co-op approached us to devise a social media initiative centred around Paralympic athlete Carly Tait, spotlighting her journey from the past to the present.

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A social media campaign that celebrates Carly's transformation.

The campaign draws inspiration from Carly's determination to achieve her dream of competing at the Rio 2016 Paralympics. It stands as a tribute to her perseverance, in partnership with Co-op. Through their collaboration, Carly not only realised her goal but also qualified to compete in the T34 100m event in Brazil.

‍“My life changed beyond recognition having been inspired by the incredible achievements of British Paralympians at London 2012” - Carly Tait