Background

[BackGrounds]PARA SPORTS. Awareness of these sports is still low among the able-bodied. Research in 2017 reported only 1% of japanese have watched a para sport competition. Our challenge is how to promote awareness and share enjoyment of para sports among more of the public.

Describe the creative idea (40% of vote)

[Strategy] Most people have never seen parasports. At present, there is almost no reason to be interested in parasports. Under these circumstances, we thought it was necessary to not only introduce the appeal of parasports, but also stimulate strong interest. [IDEA] In japanese, “PARAPARA” means a “FLIP BOOK”. Our Idea: Use the enjoyment of a parapara flip book to communicate the fun and thrill of para sports. We produced 29- to 31-frame gif animations of 12 para sport categories. A category was assigned to each month, and a frame of the animation was placed in each day of the month. The old month page is cut along.

Describe the execution (40% of vote)

In Japan, there is a culture of distributing calendars to business partners, or a culture of presenting calendars during the year-end and New Year holidays. Using those touch points, we distributed this calendar to various people. In order to make sports for the disabled, which are often talked about in an emotional context, more enjoyable and active, we have created a design that makes you feel colorful and enjoyable. Also, in this digital era, we adopted a pop and cute dot art design that is reminiscent of gif animation in order to help people understand and imagine the ancient play of flipbooks.

List the results (20% of vote)

ABOUT 83% OF THOSE WHO RECEIVED THIS CALENDAR ANSWERED THAT THEY WERE MORE INTERESTED IN PARA-SPORTS THAN BEFORE. A SUPPORTING MEMBER OF TOKYO SPORTS FOR THE DISABLED HAS INCREASED BY 200%.