Portuguese people don't watch, like or care about the paralympic games. The main reason: they don't see paralympic athletes as the tough, challenge-overcoming athletes they are. We wanted to change this with the campaign #nopitty2016. The main objective of "Stronger Than Fiber" - featuring Luis Costa: the great star of the Portuguese Paralympic Delegation - is to engage the portuguese and make them part of our team in the Rio Paralympic Games 2016.
Philosophy
Former military paratrooper, Luis Costa lost his leg on a motorcycle accident and today is the 5th paracyclist in the world ranking. Such an amazing story deserves to stay forever. That’s why we created the first tattoo machine in the world capable of engraving carbon fiber, the resistant material of Luis' prosthesis. More than a tattoo, it is a symbol of overcoming hardship that will give strength to the athletes in the Rio 2016 Paralympics Games.
Problem
Portuguese people don't watch, like or care about the paralympic games. The main reason: they don't see paralympic athletes as the tough, challenge-overcoming athletes they are. We wanted to change this with the campaign #nopitty2016. The main objective of "Stronger Than Fiber" - featuring Luis Costa: the great star of the Portuguese Paralympic Delegation - is to engage the portuguese and make them part of our team in the Rio Paralympic Games 2016.
Result
The social platform of the Portuguese Paralympic Comittee never had so much engagement. Portuguese people never talked so much of our cause on internet and at the streets. The engagement the Comitte needed is being reached day by day.