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.
Date: August 2007