Skip to main content
17808
Go to International Paralympic Committee homepage Official website of the Paralympic Movement
Contrast:
High Contrast
Normal Contrast
Enlargement:
Larger Font Size
Default Font Size
Smaller Font Size
    • Home
    • Paralympic Games
    • Events & Competitions
    • The IPC
    • Results, Rankings & Records
    • Media centre
    • Sports
    • Classification
    • Videos
    • Athletes
    • Fan Zone
    • NPCs
    • Agitos Foundation
    • Partnerships
    • Newsletter
    • Facebook
    • Twitter
    • Youtube
    • Instagram

    Media Centre

    • News
    • Blogs
    • Newsletter
    • Magazine
    • Athlete of Month
    • Media Office
    • Ones to Watch
    • Campaigns
    • Top 10 Moments

    No. 1: London 2012: inspiring a generation, transforming a nation

    23.09.2014

    The London 2012 Paralympic Games were the best ever, breaking multiple records and inspiring a generation.

    Fireworks during the closing ceremony of the London 2012 Paralympic Games. Fireworks during the closing ceremony of the London 2012 Paralympic Games. © • Getty Images
    By IPC
    Listen to this page using ReadSpeaker

    “What struck me most was that people were not seeing the disabilities: they were seeing the abilities. These were athletes performing feats that so-called ‘able-bodied’ people would not have got within a country mile of.”

    The London 2012 Paralympic Games were the best ever, breaking multiple records and creating seismic shifts in attitudes and perceptions towards people with an impairment.

    The Games did not just inspire a generation, but transformed a nation forever.

    In September 2011, over 30,000 people attended International Paralympic Day in London’s Trafalgar Square. It was a taste of what was to come.

    The media interest was unprecedented and, on the back of it, one million Paralympic Games tickets were sold in a matter of days.

    The momentum continued in the lead-up to the Games.

    For the first time ever, the Games were positioned by the organising committee, media, broadcasters and commercial partners as a high performance sporting event. Para-athletes were promoted on the strength of their amazing abilities, as opposed to their perceived disabilities.

    Every worldwide Olympic partner signed up as a Paralympic sponsor, and many Paralympians starred in TV and billboard campaigns.

    British broadcaster Channel 4 led the way with its multi-award winning Superhumans TV commercial, and their breathtakingly innovative Games coverage was watched by two thirds of the UK population.

    The Games attracted a record-breaking 4,236 athletes from 164 countries. They competed across 20 sports in packed venues after a record 2.7 million tickets were sold.

    The British media gave the event the coverage it deserved; the achievements and stories of Paralympians were headline news – at both the front and back of all national newspapers.

    More broadcasters than ever before covered the London 2012 Paralympic Games. TV pictures were beamed to over 100 countries, reaching a cumulative audience of 3.8 billion people.

    By the time Coldplay, Rihanna and Jay-Z performed at the Closing Ceremony, few could believe what had taken place in the previous 12 days.

    London 2012 chair Seb Coe, speaking on the first anniversary of the Games, said: “What struck me most was that people were not seeing the disabilities: they were seeing the abilities. These were athletes performing feats that so-called ‘able-bodied’ people would not have got within a country mile of.”

    Post Games research found that fantastic athletic performances, combined with capacity crowds and unprecedented media coverage, led to a huge shift in British society.

    One in three UK adults changed their attitude towards people with an impairment, while two in three said the Paralympic Games changed the way people with an impairment are viewed in Great Britain.

    Canadian wheelchair racer Josh Cassidy said: "The 2012 Paralympics changed everything. It revolutionised the nation, literally. It changed disability awareness and sport in the UK forever."

    So many aspects of London 2012 have set the benchmark for how future Paralympic Games should be organised.

    • Tweet
      • print
      • send
    LATEST NEWS
    Nottwil 2019: USA top table as Junior Worlds conclude 05.08.2019 Nottwil 2019: USA top table as Junior Worlds conclude
    Nadezhda Fedorova suspended for anti-doping violation 05.08.2019 Nadezhda Fedorova suspended for anti-doping violation
    Nottwil 2019: Breathless third day 04.08.2019 Nottwil 2019: Breathless third day
    Nottwil 2019: Noah Malone makes his way 03.08.2019 Nottwil 2019: Noah Malone makes his way
    Nottwil 2019: Mabote sets new world record inspired by teammate 02.08.2019 Nottwil 2019: Mabote sets new world record inspired by teammate
    More news...following the link
    Worldwide Paralympic Partners
    Go to Atos partner page
    Go to Bridgestone partner page
    Go to OttoBock partner page
    Go to Panasonic partner page
    Go to Samsung partner page
    Go to Toyota partner page
    Go to Visa partner page
    International Partners
    Go to Allianz partner page
    Go to BP partner page
    Go to Citi partner page
    • FAQ
    • Privacy
    • Imprint
    • Jobs
    Powered by Go to Atos. Worldwide IPC partner page
    The Paralympic Games
    Summer Games
    Winter Games
    Sochi 2014
    Rio 2016
    All the results & medallist since 1960
    Games video archive
    About the IPC
    Who we are
    Anti-Doping
    Medical
    Partners
    IPC Strategic Plan 2015-2018
    IPC Handbook
    Publications and Documents
    Media Centre
    News
    Features & Interviews
    The Paralympian
    Videos
    Athlete of the Month
    Media Office
    Sports
    Summer Sports
    Winter Sports
    Biographies
    NPCS
    Africa
    America
    Asia
    Europe
    Oceania
    Go to International Paralympic Committee homepage
    Official Website of the Paralympic Movement • IPC
    Homepage
    Paralympic Games
    The IPC
    Results, Ranking & Records
    Media Centre
    Videos
    Sports
    International Paralympic Committee (IPC)
    Adenauerallee 212-214, 53113 Bonn, Germany
    Telephone: +49-228-2097-200 • Fax: +49-228-2097-209 • E-mail: info@paralympic.org
    04:42:26