CITI #STAREATGREATNESS

As a commitment to diversity and inclusion initiatives, Citi’s partnership with the International Paralympic Committee (IPC) provides a powerful platform to change perceptions of people with disabilities. As part of this partnership Citi supported 23 National Paralympic Committees (NPCs) and 49 Para athletes in the lead up to the Tokyo 2020 and Beijing 2022 Paralympics. Athletes were selected for accomplishments in sport and in their lives and represent a diverse group to be firsthand advocates for the Paralympic Movement and disability inclusion.

Ahead of the Tokyo Paralympics, Citi arrived at a powerful insight in conversations with Team Citi Paralympic athletes; You shouldn’t stare at a person with a disability.  But what if that person was a three-time gold medalist?  Or a world-record holder? Would it be okay to stare then? The roster of Team Citi athletes formed the basis for the “Stare at Greatness” campaign launched ahead of the Tokyo Paralympics, and updated for the Beijing Paralympics.

Citi’s goal was to foster candid conversations around inclusivity and raise awareness for the Paralympic Movement. Dramatic imagery of each athlete was leveraged in a global campaign to encourage consumers to “stare at greatness”. The campaign helped change perceptions and asked people to stare at a person for their talent and success.

Citi provided financial support to the IPC through grant funding to provide support to IPC members and athletes during the COVID-19 pandemic. The grant provided support for global athletes and coaches during a critical time for training and development in the lead up to the Tokyo 2020 Paralympics, as the Games were postponed until August 2021 due to the pandemic. Through creating a colleague focused campaign promoting individuals with disabilities at Citi, the voices of these colleagues were amplified both internally and externally, destigmatizing individuals with disabilities in the workplace.