Yet no matter where you look – be it on television, in the media, on social media, or even in your local fitness studio, people with disabilities lack representation.
It’s not just disabled people that society overlooks when it comes to movement. People face judgement and discrimination for many different reasons, such as their age, race, gender, body type or perceived ability. Research conducted by Sure found that fear of judgement stops 1 in 2 people in the UK from moving.
Together with Sure, we’re advocating for new role models who have the power to inspire the next generation of movers. Because everyone should have the confidence to move – whoever you are, however you move.
We have already made great strides with our City in the Community group, encouraging people of all backgrounds within our Manchester community to move more, and developing the football careers of those with disabilities of all kinds such as our England and Manchester City amputee footballer Sean Jackson, who features in Sure UK’s video.
As the world’s number one antiperspirant and deodorant brand, Sure are proud to make products that keep millions of people staying fresh while on the move – but are committed to going further, ensuring everyone has the freedom to move without fear of judgement. That’s why Sure have developed the Sure Breaking Limits Programme.
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In partnership with best-in-class sport for social development non-profit organisations, including The Change Foundation and Activity Alliance, the programme aims to empower young people in the UK with the confidence and opportunity to move more through sports-based programmes.
Working with Beyond Sport - a global leader for driving sustainable social change through sport – the programme equips coaches, teachers and community leaders with the skills to empower young people with the confidence to overcome barriers and achieve more.
To find out more, visit: www.breaking-limits.co.uk
