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New Blood Entry — Bring Back Dirt

Award: Wood Pencil

OMO, Unilever / 2023

The Olympics is seen as a celebration of multiculturalism, diversity and inclusion but only 2 out of the 40 Olympic Sports are played on soil. Why is this?

The dirty sports played on soil can thrive without the need for purpose-built stadiums and state-of-the-art facilities.

Kabaddi is a contact team sport that was received well in the 1936 demonstration at the Berlin Olympics. It originated in India and is only second to cricket in popularity. As it requires no equipment, it lowers the barriers for entry, which will increase viewership and hence improving socioeconomic diversity, ethnic diversity and racial diversity in the Olympics. This will make it more accessible, giving young people the freedom to dream.

'Bring Back Dirt' will inspire people of all ages to 'Dream and Dare'