Unite For Access will be the new name of the Level Playing Field national campaign, replacing the previous name ‘Weeks of Action’.
Unite For Access will raise awareness and drive equality for a more inclusive matchday experience for disabled sports fans.
Over the campaign we will focus on the matchday experience of disabled supporters, recognising why watching live sport is so important, and what clubs do to deliver this as we come together to #UniteForAccess.
The name change – why?
Sport in England and Wales plays a vital role in the nation’s culture. It has the ability to drive social change and unites a community ensuring it reflects its diverse make-up. This is why charities and equality groups use sport as a way to raise awareness.
Disabled people are the largest minority group in any population with over 14 million disabled people in the UK, yet disability is underrepresented.
Over the years the campaign has had year-on-year success, with more:
- Clubs backing the campaign
- Dedicated ‘Weeks of Action’ matchdays
- Social media activity
- National press recognition
Despite this, it was felt that the campaign was not fulfilling its potential and wasn’t being directly associated with disabled supporters. After liaising with sports clubs and supporters, the feedback we received highlighted that the previous name was confusing, lacked clarity and purpose.
After a lengthy consultation and working with creative agencies, we have decided that the new name of the Level Playing Field flagship campaign will be Unite For Access.
Unite For Access will give Level Playing Field a proactive and powerful message along with a direct link to disability. The aim is to:
- Continue to raise awareness across all sport
- To raise the profile of the real-life matchday experience of disabled fans
- Improve disability access and inclusion on a matchday
This season’s campaign will take place from Saturday 25 February to Sunday 12 March 2023.