Beyond Zero - Leo-Pekka Tähti

Athletes with disabilities still struggle to get even a fraction of the societal support and attention that their non-disabled counterparts get, and that’s something Toyota and The&Partnership Nordics want to start correcting with their newest Beyond Zero campaign, featuring multiple Paralympic gold-medal winner Leo-Pekka Tähti.

Toyota Finland launched a campaign featuring a touching letter from a 13-year old disabled high school boy. In this letter the boy asks for a grant for his family to be able to afford the high transportation costs related to his sport. This boy, Leo-Pekka Tähti, would after receiving this grant then go on to become a multiple time Paralympic gold medal winner, and a long-time brand ambassador for Toyota Finland.

In the film, we see a number of kids with special needs recite Leo-Pekka’s original letter, highlighting the fact that disabled athletes still have a very hard time to afford/affording a career in professional sports. The film shows Leo-Pekka Tähti, one of the most successful athletes in Finnish sporting history, doing laps on an empty track at the iconic grounds of the Olympic Stadium in Helsinki, only to be joined and passed by the next generation of paralympic stars.

With the campaign, Toyota wants to encourage young athletes with disabilities to apply for a similar grant funded by Toyota Finland and the Finnish Paralympic Committee.

Athletes can apply for the grant at toyota.fi/matkallapidemmälle