Jessie Akambadi

 

 

 

Jessie Akambadi worked on the project’s initial broadcast localisation research in 2021, exploring how Para sport storytelling is understood, adapted and embedded in Malawian communities. She supported community screenings, theatre-for-development activities and youth engagement. Jessie is now pursuing a PhD at Loughborough University London focused on communication, culture and inclusive narratives.

 

Para Sport Against Stigma (PSAS) is a research and innovation project exploring how Para and disability sport can be used to understand and shift disability stigma. Part of the FCDO-funded AT2030 programme, the project began by examining how Paralympic broadcasting could influence public perceptions across Sub-Saharan Africa in collaboration with the International Paralympic Committee.

 

Over time, the work has evolved. Today, PSAS focuses on how sport, storytelling, and assistive technology (AT) can contribute to longer-term systems change. We work in reflective cycles with national partners—co-developing activities, learning together, and shaping inclusive policies and practices from the ground up.

 

PSAS is currently delivered in collaboration with Loughborough University London, University of Malawi (UNIMA), the Malawi Paralympic Committee (MPC), and AUSC Region 5, alongside a wide network of storytellers, media professionals, and disabled persons’ organisations.