Creative agency Dark Horses has partnered with Amazon Ads and Nissan to deliver Dare to Defy, a compelling three-part documentary series exploring accessibility and inclusivity in sport.
Launched recently on Prime Video to coincide with the International Day of Persons with Disabilities, the series is hosted by broadcaster Adele Roberts and double Paralympic gold medallist Richard Whitehead MBE.
Together, they uncover the barriers faced by underrepresented communities in sport, culminating in their mission to organise the most inclusive running event possible.
Shining a Light on Barriers
The series opens with the story of Abi, who lives with Ehlers-Danlos syndrome (EDS), a genetic disorder that affects her ability to use her legs.
Despite these challenges, Abi’s love for driving fuels her determination to participate in a once-in-a-lifetime opportunity: driving an adapted Nissan LEAF Nismo RC electric race car at Donington Park Circuit.
Her journey is a testament to the empowering potential of inclusivity in sport.
Another episode delves into football and its evolving relationship with inclusivity. Adele Roberts engages with key figures such as England captain John Stones, Zander Murray – the first openly gay male professional footballer in the UK – and former footballer Izzy Christiansen.
Their discussions tackle issues of representation and accessibility, advocating for a future where sport welcomes everyone, regardless of their background.
A New Chapter for Dark Horses
For Dark Horses, Dare to Defy marks a significant milestone as their first venture into long-form documentary making.
Co-produced with Electric Robin, a Banijay UK company, and supported by media agencies TBWA\London and OMD, the project reflects the agency’s commitment to storytelling that drives impact.
Dark Horses’ executive creative director shared that to see how inclusion in sport can change a person’s life puts into perspective the privilege that many people are unaware of having.
Nissan’s Vision for Inclusivity
The documentary aligns closely with Nissan’s Possibilities Project, a CSR initiative aimed at creating opportunities for underrepresented groups, particularly in the disability and LGBTQ+ communities.
Nissan GB’s marketing director expressed pride in the collaboration, noting that this brilliant series highlights not only the challenges faced but also the progress being made in breaking down barriers to participation in sport.
Conclusion: A Call to Action
Dare to Defy is more than a documentary – it’s a movement advocating for inclusion, representation, and change in sport.
By amplifying the voices of individuals like Abi and initiating critical conversations with sporting leaders, the series challenges audiences to reflect on their privilege and consider how to create more inclusive environments.
Furthermore, this collaboration between Dark Horses, Amazon Ads, and Nissan exemplifies the power of storytelling to inspire action and reminds us all of sport’s unique ability to unite and empower.
