Harnessing the engaged and diverse communities that many sport brands enjoy, sports marketeers have the power, and arguably a responsibility, to use their platforms for change, driving inclusivity and tangibly levelling the playing field for their fans. But how can we ensure these representations are truly authentic, and not just posturing? In partnership with adam&eveDDB, EA Sports and the International Paralympic Committee set out to tackle inequalities for their audiences in both their sporting lives and more generally, challenging stereotypical tropes and amplifying under-represented voices in a way that authentically encompassed the lived experiences of the depicted communities, and in the case of the latter, led to sport’s biggest ever human rights movement to end discrimination. In this panel discussion, adam&eveDDB and the International Paralympic Committee will share their experiences and learnings across both campaigns and the steps taken to tell stories that are true, and which resonate and move us forward.