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UPDATED: September-11-2008 NO.37 SEP.13, 2007
Beijing Made Easier
China's capital city is striving to build an accessible environment for physically challenged athletes and spectators before the Paralympics
By TANG YUANKAI

"We look forward to the day that Beijing can proudly announce itself an accessible city after the Paralympics," said Tang Xiaoquan, BOCOG Executive Vice President and Secretary General of the China Disabled Persons' Federation. She recalled when she attended the Athens Paralympics three years ago, organizers proudly told her that one important result of the event was that Athens would become an accessible city for disabled people. "I hope that China's renowned tourism spots will be fully accessible to the disabled and that one day physically handicapped people can climb the Great Wall," she said.

Massive participation

"The most profound achievement in hosting the Paralympics is to inspire people's massive participation, which is more important than the Paralympics themselves," said Deng. He said although public awareness about the Paralylmpics has been raised in China, many people remain ignorant of the event. "That means there is still a lot of work to do," Deng said. He added that people without disabilities could participate in the Paralympics as cheerleaders, volunteers or spectators.

The Beijing 2008 Paralympic marketing program was officially launched on June 5, 2006, consisting of a sponsorship and licensing program. The launch event provided an interactive forum for BOCOG to outline the benefits of Paralympic sponsorship and to explain the opportunities that exist to support the Paralympic Games. Since then, many companies have taken part in supporting the preparations for the Paralympics and many have made donations to the welfare of the disabled with money, technology and services.

In order to better promote fundraising activities, the China Disabled Persons' Federation has set up a new office to accept donations for the Chinese delegation to the Beijing 2008 Paralympics.

Two-year-old Paralympic Mascot

Fu Niu Lele, the Official Mascot of the Beijing 2008 Paralympic Games, was unveiled on September 6, 2005, to mark the two-year countdown to the opening of the Games.

According to the official website of the Beijing Organizing Committee for the Games of the XXIX Olympiad, the image of a happy cow was chosen for the following reasons.

First, a cow, symbolic of a down-to-earth, diligent, staunch and never-say-die spirit, was adopted to show the unremitting spirit of athletes with disabilities to be the best they can be. It dovetails with the upbeat spirit of Paralympians and the concept of "transcendence, equality and integration" of the Beijing Paralympic Games.

The determined, optimistic and diligent spirit of cows reflects a positive attitude to life. The Paralympic Games calls for people with disabilities to enjoy the same rights to compete in sports as anyone else, and to achieve sporting excellence and inspire and excite the world, and thus develop their strength to add vigor and vitality to social progress.

Second, as one of the animals closest to human beings, cows are well-known for their friendliness and their affinity with the humans who care for them. Throughout the history of the development of world civilization, poetry and songs have clearly expressed the aspiration of humankind for a harmonious life. Cows have often found their way into the natural, cozy and poetic country life reflected in literary and art works, showing public expectation for harmonious coexistence between man and nature.

In Chinese traditional culture, cows are also considered auspicious in inviting good weather and bumper harvests.

Third, the mascot's design reflects rich national style and cultural features. It absorbs the modeling and design styles unique to China's folk engraved prints, New Year drawings, and toys. This, plus features unique to the modeling of modern cartoons, shows an integration of traditional folk style and public interest with that of modern times.

Fourth, cows are widely accepted internationally. Cows were one of the first animals depicted in literary and art works. Cases in point include the Lascaux mural in France and Altamira rock paintings in Spain, which all contain drawings of cows. Therefore, adopting a cow as the mascot of the Paralympic Games, instead of a traditional rare animal, is a creative act to a certain extent.

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