The initiative, which launched in January, will provide a fun and engaging introduction to wheelchair basketball in a bid to double participation over the next four years. Backed by £1.5m of Sport England funding, the Inspire a Generation programme will be vital in supporting disabled participations to find or return to physical activity, many of whom have been disproportionately impacted by the Covid-19 pandemic.

Run will provide creative digital and PR expertise to drive participation and build new audiences within the sport over the next four years.

British Wheelchair Basketball Chief Executive, Lisa Pearce, said:

“We are delighted to be working with the team at Run on our Inspire a Generation Programme. It is imperative that our recruitment call for Community Activators and information about how to join the IAG taster sessions is heard far and wide, and we have no doubt that Run will help us effectively deliver these messages to new communities and participants across England.”

Steve Chisholm, Managing Director of Run Communications said:

“We are delighted to be working with British Wheelchair Basketball on this exciting project to double participation in the sport. The pandemic is the greatest wake-up call that we will ever receive in terms of our need to be more active as a society. ‘Inspire a Generation’ is a key initiative to help communities become more active. We have a genuine passion to get more people more engaged with physical activity – and Wheelchair Basketball is a high-octane, thrill-a-minute, fun sport to play.”

To find out more about Inspire A Generation, visit inspireageneration.com.