A selection of case studies from our work with the global governing body of Badminton

Campaign for Paralympic Games inclusion


Strategic communications consultancy

Narrative development

Key messages and media Q&A

Editorial consultancy

Film production

Script development


We supported the Badminton World Federation for the final six months of its competitive campaign to have Badminton included in the Paralympic Games, four years on from a previous, unsuccessful bid to the IPC. Our role involved guiding communications strategy through the formal bid process, which included a physical submission alongside two key presentations to the IPC administration and Governing Board.

With a limited role for media and advertising, great emphasis was placed on developing a clear and punchy pitch that aligned closely with the IPC’s own vision for the Games. Our narrative focussed on the opportunity to unite the Games with Badminton’s highly-engaged global fanbase; the chance to develop Paralympism in key strategic development markets; and the potential to use Badminton as a vehicle to increase participation in para-sport worldwide, especially in developing countries.

The success of the campaign was not expected to be known until February 2015, but three days after the Final Presentation, in early October 2014, the IPC Governing Board made the surprise step of announcing Badminton among 16 confirmed sports for Tokyo 2020 – the only ‘new’ sport to achieve this status.

Watch the campaign film


2 – films produced for the final presentation

#1 – pioneering new women’s world champion Carolina Marin (ESP) was recruited to deliver a special message to the IPC Governing Board