08 May 2014
Disabled sport should look to 'connect to people emotionally'
BY Tom Walker
Disabled people are more likely to respond to activities which connect to their everyday values, according to a new report by the English Federation of Disability Sport (EFDS).
The Motivate Me report - researched and produced by 2CV on behalf of EFDS - claims that the majority of current sport and physical activity initiatives aimed at disabled people fail to engage audiences effectively.
This is attributed to sports providers tending to focus on the audience's disability or impairment when offering sporting opportunities and promotions - and missing out on the emotional connection required to attract disabled people.
Barry Horne, EFDS CEO, said: "The study highlights that a great majority of disabled people are more likely to respond to opportunities to get active when they tap into the things that matter to them most.
"These include the way they connect to their everyday values including: building friendships, maintaining health, becoming more independent and progressing in life."
Horne added that having an impairment isn't what drives most disabled people to take part in sport - yet promotions for disabled sports often concentrate on which disabilities they cater for.
The report also reveals that the extent to which a disabled person identifies with being disabled varies greatly from one person to the next.
In its executive summary, the report encourages sports providers to do three things:
- Increase awareness of the opportunities they have available for disabled people
- Make sure that when promoting their opportunities they do so in ways which connect with disabled people's values
- Provide enough information so that disabled people feel confident they will be adequately provided for when taking part
To read more and to download the full report, click here
• Less than two in 10 disabled people in England currently take part in sport at least once a week.
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