BeyondThisLand Case Study

Stigma around disability in Africa remains deeply entrenched, limiting societal inclusion, reducing visibility, and restricting access to assistive technologies. Para sports, as a platform showcasing talent, strength, and motivation, can challenge traditional narratives of disability. Africa’s growing digital landscape presents an opportunity to reshape perceptions and drive awareness of assistive technologies. 

This case study highlights the #BeyondThisLand campaign used to reimagine the narrative of disability sports in Africa, presenting para athletes as talented, motivated, and strong competitors while engaging audiences through relatable digital storytelling.