The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).

The TV ad was the final element of the UNBELIEVABLE campaign

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) were released in September 2007, followed by three print ads in July 2008. In July 2008, as the Games approached this TV ad, featuring Matthew Cowdrey, was distributed. As with the radio and print ads, the APC had no money to buy space, so it relied on the goodwill and support of media outlets and the influence of Toyota and Publicis Mojo. Fortunately, the TV ad was played widely and seen by millions of Australians.

The UNBELIEVABLE print campaign kicked off as the Games approached

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.

Key sports had their own team announcements for the Beijing Games

In the lead-up to the 2008 summer Paralympics, the then Australian Paralympic Committee (APC) conducted separate formal team announcements for its major sports over a period of several weeks. These announcements each provided separate media coverage and so extended the profile of Paralympic sport within the media. The first of these was swimming, held at the Australian Institute of Sport, with the team announced by APC President Greg Hartung. Matthew Cowdrey was a popular choice for interviews after the formal announcement. Since 2008, the practice of separately announcing the individual sports has been continued and expanded, including a separate media release within the local region for every selected athlete.

The Prime Minister announced the largest ever funding increase for Paralympic sport

In the lead-up to the 2007 federal election, Prime Minister John Howard announced that the Federal Government would significantly increase funding to the Australian Paralympic Committee by $3.45m a year, commencing in 2007/08, plus a one-off grant of $1m to assist in televising the 2008 Beijing Games. Howard made the announcement in Sydney on Saturday 20 October, joined by members of the men’s and women’s wheelchair basketball teams (including Tina McKenzie, left, and Katie Hill, rear) and a large media contingent. The funding increase was in line with a submission made by the APC to the major parties well before the election was called. In total, it represented almost a doubling of federal funding and enabled the APC to invest in targetting new opportunities in medal sports, the creation of a mainstreaming fund, the integration of Paralympic programs within the Australian Institute of Sport and an expanded role for the APC in sports science, sport medicine and athlete services. It also ensured the most comprehensive TV coverage ever of an away Games by the ABC in Beijing. Although Howard’s government lost the election on 24 November, the incoming government honoured the commitment.

Three powerful radio ads were played thousands of times around Australia

In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. The first component was a set of three radio ‘community service advertisements’ (CSAs), featuring the voices of Kurt Fearnley (athletics), Danni Di Toro (wheelchair tennis) and Matthew Cowdrey (swimming). The APC sent copies of the CSAs to every radio station in Australia – more than 500. The ads were aired thousands of times across Australia from their release in September 2007 through to the Games a year later.

A new tagline for an awareness campaign leading to Beijing

The then Australian Paralympic Committee (APC) commissioned Woolcott Research to conduct research into community awareness about Paralympic sport and the APC after the 2004 summer Paralympics and the 2006 winter Paralympics. The research showed that the APC had a low profile within Australia, there was little awareness about what it actually did, who funded the organisation and what Paralympic sport actually is. One outcome was that donations to the APC were low and budget allocation from the Federal Government reflected the low level of awareness of Australians generally. In 2007, a plan was created to raise the profile of the Paralympic movement in Australia and increase income through fundraising and government support. Publicis Mojo, the advertising agency used by APC sponsor Toyota, worked with the APC to create the ‘UNBELIEVABLE’ tagline for Australia’s Paralympians and a series of radio, print and TV ads. The APC would use ‘UNBELIEVABLE’ until after the 2008 Games. It was the first of several taglines used by the APC.

The ABC coverage of the Games won an IPC award

After losing the Australian broadcast rights to rival network SBS for the 2004 summer Games, the ABC snared the Torino winter Paralympics and broadcast and broadcast a 30 minutes daily package throughout the Games hosted by Shaun Giles. The ABC’s coverage of the Games won the network an award by the International Paralympic Committee (IPC) for the best media coverage of the 2006 winter Games. Here, Giles interviews bronze medallist Toby Kane, while the Australian team’s press officer, Margie McDonald, listens in.

Scott Goodman talks about the attention on Sauvage and the Games

Interviewer: Rob Linn
Publisher: National Library of Australia
Interviewee: Scott Goodman
Recorded: 28 January 2015
Location: National Library of Australia, Canberra
Listen to the full interview here.

The full Beijing team was launched by a new Prime Minister at Parliament House

The full Australian team for the 2008 Beijing Paralympics was launched at Parliament House in Canberra by the Australian Prime Minister, Kevin Rudd. The launch was attended by more than 40 federal members of parliament from all parties, the Chinese Ambassador to Australia and a range of invited guests, and representative athletes from every sport. In addition to receiving wide media coverage, the launch helped cement support from federal parliamentarians. Right to left in this photo: Kate Ellis (Minister for Sport), Greg Hartung (APC President), Kevin Rudd (Prime Minister), Therese Rein (wife of the Prime Minister and daughter of pioneer Australian 1957 Stoke Mandeville Games competitor John Rein), Wayne Swann (Federal Treasurer), Zhang Junsai (Chinese Ambassador to Australia), Bill Shorten (Parliamentary Secretary for Disabilities and Children’s Services).