An inclusive sports tour of Andalusia with the goal of encouraging women, girls and people with disabilities to participate, fostering equality and wellbeing through sport.
Andalusia Sport[i is an EU-funded initiative promoted by Andalusia Regional Government’s Department of Culture, Tourism and Sport. Its goal is to promote gender equality and inclusion of people with disabilities in sports, ensuring that everyone has access to its benefits.
By organising a comprehensive programme featuring competitions and sports activities across Andalusia’s eight provinces, we attracted over 2,500 participants. Through this initiative, we demonstrated that sport is a right accessible to all, regardless of gender or ability.
We led this inclusive movement, emphasising that sport not only improves physical health but also boosts self-esteem and fosters trust and community.
By breaking down stereotypes and fostering an atmosphere of respect and inclusion, Andalusia Sport[i has become a standard for promoting fun, teamwork and personal growth, ensuring sport is truly for everyone.
The creative proposal behind Andalusia Sport[i was centred on the idea of sport as a universal force for change. By playing around with the word “sport” –which sounds like “es por” (“is for”) in Spanish–, adding an “i”; for it to read “es por ti” (“it’s for you”), we successfully conveyed the message that sport is for everyone.
The visual campaign featured dynamic geometric shapes and a vibrant palette symbolising the versatility of sport. Rectangular shapes and backgrounds mimicking playing fields visually connected the campaign to physical activity, highlighting inclusion and equity.
Interactive totem kiosks allowed attendees to create personalised social media content, driving engagement and offering a unique experience for each participant. The event reached 5 million people on social media through official accounts that were unaccustomed to such viral activity, with additional organic spread by attendees.
