The power of a QR code - Every Body Moves & Channel 4

Every Body Moves and Channel 4 Connected the Disabled Community During the Paris 2024 Paralympics

Some moments change the game quietly but powerfully. During the Paris 2024 Paralympic Games, Every Body Moves powered by Toyota partnered with Channel 4 to make sure the celebration and athletic excellence on screen translated into real-life grassroots opportunities for people across the UK.

For the first time, viewers watching the Games were met with a simple QR code woven into Channel 4’s coverage. Behind that code sat a direct link to the Every Body Moves programme and its inclusive activity finder. The result was nothing short of extraordinary.

More than 20 million people tuned into Channel 4’s Paralympic coverage. Out of that audience, almost 250,000 postcode searches were made on the Every Body Moves activity finder, connecting people with inclusive opportunities to be active online and in their local area. In total, 86,000 unique visitors explored the Every Body Moves website during the Games.

This wasn’t just a clever bit of broadcasting. It was proof that with the right connection between storytelling and action, awareness can flow seamlessly into participation. The Paris 2024 Paralympic Games were about world-class performances on the biggest stage, but thanks to this partnership, they also became a launchpad for everyday movement in communities up and down the country.

Sometimes progress doesn’t shout. It just invites you in, scan by scan, until suddenly tens of thousands of people are one step closer to moving in a way that works for them.

Search inclusive activities online and in your local area here.