Creative agency Dark Horses has partnered with Amazon Ads and Nissan to create a compelling three-part documentary series exploring accessibility and inclusivity in sport.
Dare to Defy launches on Prime Video today, coinciding with the International Day of Persons with Disabilities.
The documentary stars broadcaster Adele Roberts and double Paralympic gold medallist Richard Whitehead MBE. Together, they go on a journey to uncover the barriers to participation in sport faced by underrepresented communities, with the ultimate goal of organising the most inclusive running event possible
The first instalment focuses on Abi, who has Ehlers-Danlos syndrome (EDS), a genetic disorder affecting her ability to use her legs. Despite her condition, Abi’s love for driving leads her to an opportunity to drive an adapted Nissan LEAF Nismo RC electric race car at Donington Park Circuit. Another episode features football and inclusivity, with Roberts in discussions with key figures, including England captain John Stones, Zander Murray (the first openly gay male professional footballer in the UK) and former footballer Izzy Christiansen.
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The project marks Dark Horses’ first venture into long-form documentary making. The series was co-developed and co-produced by Electric Robin, a Banijay UK company, with media handled by TBWA\London and OMD.
The documentary aligns with Nissan’s Possibilities Project, a CSR initiative aimed at creating opportunities for underrepresented groups, with a focus on supporting disability and LGBTQ+ communities.
“To see how inclusion in sport can change a person’s life, puts into perspective the privilege many of us are completely unaware of having,” said Steve Howell, Dark Horses executive creative director.
Fiona Mackay, Nissan GB marketing director, added, “We’re very proud to support underrepresented communities through the Nissan Possibilities Project and this brilliant documentary series will help shine a light on the challenges they face but also on the progress that’s being made to break down barriers to participation in sport.”
