Virgin Media has painted cabinets gold across the UK to celebrate the achievements of ParalympicsGB at the Tokyo 2020 Paralympic Games.
The brand, which is a ParalympicsGB partner, launched its #WeAreHere campaign at the start of the Games in a bid to encourage the nation to cheer on the team. After GB came home with 124 medals, taking second place in the overall medals table, Virgin Media has painted its on-street cabinets gold in a move reminiscent of the Royal Mail’s gold postboxes after London 2012.
Cabinets in all four UK capital cities, as well as Loughborough, a prominent training base for many Paralympians, and Stoke Mandeville, the birthplace of the Paralympics, have been painted gold to celebrate the team’s achievements.
Virgin Media held a special event to mark the occasion in Stoke Mandeville with ParalympicsGB athletes Jody Cundy, Phoebe Paterson Pine, Stef Reid, Ali Jawad, and Tom Hamer who had just returned from Tokyo.
The athletes unveiled the gold cabinet after helping to apply the final touches of gold paint. The cabinet is close to Stoke Mandeville Stadium, which is regarded as the home of wheelchair sport and the birthplace of the Paralympic Games.
The ParalympicsGB athletes also held a special PE lesson at nearby Booker Park school, giving children top tips on how to become Paralympians of the future, as well as sharing their experiences of the Games in Tokyo.
"As proud partners of ParalympicsGB, we've been blown away by the team's incredible medal-winning success in Tokyo” said Simon Groves, Director of Brand and Marketing at Virgin Media O2.
“As well as supporting our Paralympians with our #WeAreHere campaign, we've given our cabinets the golden touch to mark the team's amazing achievement at the Games. Our cabinets are placed at the heart of communities across the UK and we hope that residents in London join us in welcoming ParalympicsGB home.”
Mike Sharrock, Chief Executive of ParalympicsGB, added: “ParalympicsGB rewrote the record books at Tokyo 2020 with countless incredible performances to inspire and unite the nation. Painting these cabinets gold is a fitting tribute to the excellence and resilience of the athletes who competed in Tokyo and a wonderful way for the British public to have a lasting reminder of what they achieved. Tokyo 2020 was the most complex Games we have ever been involved in but also one that demonstrated the incredible impact these athletes can have in challenging perceptions of disability and proving that they truly are Impossible to Ignore.”