Disabled people are more likely to respond to activities which connect to their everyday values according to a new report by the English Federation of Disability Sport.
The Motivate Me report builds on the English Federation of Disability Sport’s (EFDS) Lifestyle Report, released in September 2013. This new report uses qualitative research, conducted by the agency 2CV, to provide a better understanding of what motivates disabled people to be active.
The study involved 14 disabled men and women, aged 18 or over, with various impairments and within the wide spectrum from non-active to active.
The stark reality is that disabled people are still half as likely to be active as non-disabled people.
Among the findings, the report identifies that:
- the majority of current sport and physical activity initiatives aimed at disabled people are failing to engage audiences effectively
- this has been attributed to the fact that the opportunities and their promotion tend to focus on the audience’s disability or impairment and miss the emotional connection required to attract disabled people
- more often than not disabled people are looking for opportunities, which are as likely to appeal to their non-disabled friends and family
- disabled people want opportunities, which enable them to be active wherever and in whatever sport or activity they choose
- the extent to which a disabled person identifies with being disabled varies greatly from one person to the next – for most disabled people within this report, their impairment does not drive their inspiration to be active.
Barry Horne, Chief Executive of EFDS, thinks that the study shows that we need to approach disabled sport in a different way.
"The study highlights that a great majority of disabled people are more likely to respond to opportunities to get active when they tap into the things that matter to them most.
"These include the way they connect to their everyday values including: building friendships, maintaining health, becoming more independent and progressing in life."
