A collaboration between Toyota and Olympic Channel, the International Olympic Committee’s global media channel, has resulted in the launch of a content campaign titled ‘What Moves Me’.
Featuring six Olympic and Paralympic athletes, the campaign showcases the personal side of their careers, offering inspirational insights and advice on facing adversity in sport. With the aim of motivating younger viewers to overcome their personal challenges, the series includes video, photography and written content displayed across Olympic Channel digital and social platforms, including YouTube and Instagram.
The first of six episodes of ‘What Moves Me’, produced by London-based creative studio JustSo, presents Olympic gold medallist diver, David Boudia, discussing his struggle with depression and suicidal thoughts, offering his key to success as valuing the journey which led to his gold medal.
Subsequent episodes include Paralympic gold medallist Dylan Alcott sharing his stories of being bullied for growing up in a wheelchair; Ricardo Alves, Brazil’s blind captain of the three-time gold medallist five-a-side football team overcoming personal doubt; and Canada’s Olympic gold medallist, Erica Wiebe, discussing stigma surrounding her sport of freestyle wrestling. The series also features Japanese para-long jumper Hajimu Ashida experiencing disappointment, and New Zealand’s pole vaulter, Olivia McTaggart, describing how her mental health suffered as a result of her physical injury.
Ed Laukes, group VP, Toyota Marketing, Toyota Motor North America, said: “The launch of the What Moves Me series is an exciting milestone for Olympic Channel and Toyota.
“After the success of last year’s series, we’re happy to partner with Olympic Channel yet again to share inspirational stories from our Global Team Toyota Athletes. Each athlete’s path to success is unique and we applaud them for sharing their emotional bravery. We hope viewers across the world are encouraged to start their own impossible after watching the series.”
Mark Parkman, GM of Olympic Channel, said: “We are grateful to have Worldwide Olympic Partner Toyota demonstrate their support for the Olympic Movement and belief in the Olympic values through its commitment to the Olympic Channel.
“Our collaboration on What Moves Me allows us to connect the inspiring stories of these athletes to audiences around the world through compelling storytelling across multiple platforms.”
Toyota is an Olympic Channel founding partner, and has shown its long-term commitment to support the creation of a more inclusive and sustainable society through inspirational stories as well as Toyota technologies.