Success or failure : social media campaign analysis of wethe15 movement at Tokyo 2020 Paralympic Games

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Gama Assessoria Empresarial
Wethe15 is a global campaign launched at the Tokyo 2020 Paralympic Games to improve the diversity and inclusion of 15% of the World’s population who have a disability. The WHO estimates that 1.2 billion people are living with some form of disability (15%), and 2-4% are experiencing severe difficulties in functioning (WHO, 2011). Focusing on increase disability visibility, inclusion, and accessibility, the campaign aims to involve the “international organizations from the world of sport, human rights, policy, communications, business, arts and entertainment” to end discrimination (WETHE15 Website, 2021). Inclusivity is not only about acknowledging the diversity, but also acting as one cohesive society. In order to raise awareness, campaigns like Wethe15 need social media more than ever. Diversity is conceptualized as representing a multitude of individual differences and similarities that exist among people (Wellner, 2000). Disability constitutes a minority group, but with heterogeneous aspects that make up a complex discussion. There are 81 huge differences inside this group, that may affect individuals in the sense of mobility, visually impairment, intellectual disability, hearing impairment, and other categories. In this regard, information is one key element to make society aware of disabilities forms and levels and could help to extinguish prejudice and public misconceptions. News about Wethe15 was published in different media channels, however, the official sources of the campaign are the website and two social media networks: Instagram and Twitter @WeThe15. Precisely since the 2008 Beijing Olympics and Paralympics, social media emerged as a phenomenon as an alternative media for marketing and advertising (Liu, 2016). The present research aims to evaluate the content published on the website and social media of the campaign, using a qualitative content analysis approach to examine: how the campaign Wethe15 was framed and publicised during the Paralympic Games between 21st August and 27th August 2021. We aim to analyze the content on multiple platforms on a timely basis and provide scientific insights on how to reach engagement for this movement in the upcoming years. (C) Gama Assessoria Empresarial, 2021.
This book chapter is not available at CUD collection. The version of scholarly record of this book chapter is published in The Forum of Olympic Studies 2021 and III Latin American Symposium Pierre de Coubertin (2021), available online at:
Paralympics, Wethe15, Social media, Tokyo 2020, Inclusivity
Mataruna-Dos-Santos, L.J., Guimaraes-Mataruna, A., Milla, A.C., Noaman, S.B., Fontinele, G. & Wanick, V. (2021). Success or failure: social media campaign analysis of wethe15 movement at Tokyo 2020 ParalympicGgames. In N. Todt, C. Kern, R.P. Saldanha & B.F. Range, The Forum of Olympic Studies 2021 and III Latin American Symposium Pierre de Coubertin (pp. 80-81). Gama Assessoria Empresarial.