Diversity of delivery is as important as diversity of opinion

The flame has been snuffed, the flags put away and the athletes flown back to their respective parts of the world, but the London 2012 Paralympic Games remains firmly on my mind. What I witnessed in London isn't something I'll forget in a hurry. I don't think I'm the only one.

There was clearly something different at play this time around. The public appetite for Paralympic sport has grown. Prior to 1996, tickets to Paralympic Games were not sold to spectators, but given away for free, and athletes competed in half empty stadiums. London 2012 was the first sell-out games in the 52 year history of the Paralympics...

For me, it's the media coverage that was the real game-changer in London...

For more read:

http://www.abc.net.au/rampup/articles/2012/09/26/3598127.htm