"The message that goes out is that Belfast is a happening city, that Belfast is a music city and that changes the perception of Belfast, " he said.

BBC: MTV European Music Awards are 'game changer' for Belfast

Until both the industry approach and public perception of charity changes dramatically, I fear we will not unlock the key to effective development.

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"When an able-bodied runner gets passed by someone on one leg, it changes their perception of what the disabled can do, " Traum said.

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