Attitude Pictures Ltd is a boutique production house that delivers documentary and niche programming to New Zealand broadcasters and overseas. It is responsible for Attitude TV which shows on TVNZ every Sunday morning.Attitude TV promotes the positive lives of New Zealanders living with disabilities. The shows goals are to inspire people living with a disability to get out and live life to the fullest, to provide strong role models for our young people, and to promote change.
Attitude TV has featured many Special Olympics New Zealand athletes on its shows.
In 2010, Attitude Pictures was selected by Special Olympics in Washington DC to be the official documentary production company for the Special Olympics Unity Cup. Attitude used its experience in television and in the disability sector along with its understanding of the people whose lives it films to make documentary content before, during and after the match at the FIFA World Cup in South Africa.
By broadcasting the game on television throughout the world, the Unity Cup presented a unique opportunity to tell the life-changing stories of Special Olympics through the power of football.
But first the television viewers needed to appreciate who Special Olympics athletes are. “The global audience needs to buy into the match with all its heart in order to understand the significance of the match and the essence of the players,” says Robyn Scott-Vincent, Attitude Pictures producer. So, in advance of the Cup, Attitude travelled around the globe to produce a half-hour documentary to screen in the lead up to the match.
“The goal of the documentary will be to captivate audiences,” says Robyn. “In order to present a cross-section of the athletes on the team, we filmed athletes in Mexico, Korea, New Zealand, the US and Serbia. The documentary showed their countries and their lives.”
Robyn started working in the disability sector because she had a son who had a learning disability and faced prejudice on many levels. Her son died of leukaemia at age 16. “I am passionate about the principles of inclusion,” says Robyn. “We think it’s a privilege to be joining Special Olympics on the project, publicising the event to New Zealanders and abroad. Our goal is to show these athletes as superstars, as talented athletes. Yet we also acknowledge their fragility and need for support and understanding. Like we say in our office ‘all anyone wants is an ordinary life!’”.
The Attitude Awards Charitable Trust sponsors The Attitude Awards, inspired by Attitude TV. There are seven categories in the awards, including sport, courage in sport, artistic achievement, youth, spirit of attitude and employer. One of the category winners will also be chosen to receive the Attitude ACC Supreme Award.
Entrants range from supreme New Zealand athletes to Kiwis whose family, friends and neighbours think should be recognised for their courage, perseverance or support for people who live with disabilities.
In 2009, Special Olympics athlete Matt Aitken was honoured with the Attitude Courage Award.
You can watch episodes of Attitude TV that covered the FIFA Unity Cup in Cape Town below, click on the picture to watch the video.
You can also go direct to Attitude TV to watch other past episodes, just click here.