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🌟Sunday brings the Paralympics to a close🌟 Channel 4’s partnership with YouTube meant over 1,300 hours of live International Paralympic Committee sport were free to watch – and it’s paid off! 📺💥 In the first week alone, Channel 4's coverage reached 17.4 million viewers across linear and streaming platforms – a 4% increase from the same stage of the Tokyo 2020 Paralympic Games. 📊 What set this year apart was Channel 4’s bold marketing approach. They moved away from direct selling and focused on broader social themes, challenging perceptions of disability. ♿️💡Gone is the "superhuman" narrative – what Lynsey Atkin, head of 4creative, called “well-meaning bullshit.” 🙅♀️ The previous campaigns were criticised for portraying athletes like a Victorian ‘freak show’, reinforcing outdated stereotypes that disability is something to "overcome." This year, 4Creative and disability-focused agency Purple Goat Agency encouraged viewers to reflect on their own biases. 💭 A powerful moment in the advert shows a woman watching Paralympic sport saying, “She’s doing so well, considering,” only for her friend to reply, “Considering what?” 🤔 The campaign celebrates athletes' prowess, not their disabilities. Atkin stated that the advert turns the lens on the audience, pushing us to challenge sporting stereotypes and societal perceptions. 🔄 “What that word ‘overcoming’ does is perpetuate the idea that disability is a problem… it feels patronising but also ableist.” This is a fantastic case study on how purposeful messaging can creatively attract attention to a brand while aligning with an important cause. 🎯 It's not just what you say – it’s how you say it. 👏 #Paralympics2024 #DisabilityInclusion #BrandStrategy https://lnkd.in/ehXBXcwk

You’ve heard of the Paralympics but what about the Deaflympics and the Special Olympics? There’s actually 3 IOC-sanctioned events for disabled people. But most of us only know about the Paralympics. Here’s more about each of them! Deaflympics ~ Eligibility: for those who are deaf - defined as a hearing loss of at least 55dB in the better ear (3 tone frequency average of 500, 1,000 and 2,000 Hertz, ANSI 1969 standard) ~ First hosted: 1924 ~ Next games: Summer Games, Tokyo 2025 Paralympics ~ Eligibility: for those who have one of the ten eligible impairments that broadly come under 3 categories; physical impairment, visual impairment and intellectual impairment ~ First hosted: 1960 ~ Next games: Currently live! Special Olympics ~ Eligibility: for people with an intellectual disability ~ First hosted: 1968 ~ Next games: Winter Games, Turin 2025 The athletes that compete are incredible. Each of these events needs to be more mainstream. We can all learn a lot from them. So why aren’t more people talking about them? Now is your chance to change that. ♻️ Repost to spread awareness. 📆 And get the next ones in your calendar! #Disability #Paralympics #DisabilityInclusion #Sports

["Special Olympics is not the Paralympics. I've been hearing a lot of 'You must be busy!' and 'Why aren't you in Paris?' , though as the 2024 Paralympics wind down, I thought I'd make some distinctions between these games and the Special Olympics.] - Pierre Comis I'm following up on what Pierre said to help building awareness about the Special Olympics , It's good to know the difference and share it with others! #SpecialOlympics (where I volunteered at the #BerlinWorldGames2023 👇📸) serves individuals with intellectual disabilities. Events are held year-round, and the World Games occur every two years. It's open to individuals of all skill levels, from beginners to advanced athletes. #Paralympics serves athletes with physical disabilities and is a competitive event held right after the Olympic Games. Athletes must meet qualifying standards, and classification ensures fair competition based on impairment type and severity. Each organization is designed to meet different needs, and both are valuable in promoting #inclusion and opportunity for people with disabilities.

The Paris 2024 Olympics are here, but following just a few weeks after are the Paralympic Games. Forbes writer, Andrew Pulrang, recently wrote about how there are three key lessons people can take from the Paralympic Games. These lessons include avoiding an overdose of 'inspiration,' recognizing the specificity of the best Paralympic sports lessons and appreciating the enjoyment of watching Paralympic sports. Learn more about each of these and how you can appreciate the Paralympic Games: https://ow.ly/R11W50Sw31l #WeaverIndustries #ParalympicGames #DisabilityAwareness

The Paralympic Games are a celebration of human achievement and diversity. Yet, as we enter the final week, it’s disappointed to see barriers to accessibility and inclusion persist. One significant issue is the lack of widespread television coverage. While the International Paralympic Committee offers a free #YouTube channel, many countries have restricted access due to exclusive broadcasting rights. This is a missed opportunity to promote inclusivity and showcase the incredible talents of Paralympic athletes. How can we truly embrace accessibility and inclusion if we can’t even watch the competitions? Let’s advocate for more equitable broadcasting practices and ensure that everyone has the chance to witness these inspiring events." #Paralympics #Accessibility #Inclusion #Sports #Equity https://lnkd.in/dAHYj6RW

When some brands speak, we listen. So, do brands have a role in shaping the language society uses? Are Paralympians 'elite athletes' or 'participants'? In this piece, Tom Ghiden, MD of JOAN Creative shares his perspective on the Paralympic Games, with more brands redefining their messaging to showcase Paralympians as elite athletes. The starting point for brands is empathy. Brands should educate themselves before they go on to educate their audiences. Next, humor. Some of the most successful, memorable advertising campaigns have been centred on humour, so why shouldn’t the Paralympics be the same? "Through creative storytelling and authentic campaigning – working with real-life athletes and understanding the correct language that empowers rather than patronises – brands can help change attitudes for the better and reach wider audiences. The Paralympics is a pivotal moment to represent the disability community. By getting it right now, we can end the terms that have condescended and disparaged for too many years. " says Ghiden. Read the full article on the link. #paralympic #competing #winning

When some brands speak, we listen. So, do brands have a role in shaping the language society uses? Are Paralympians 'elite athletes' or 'participants'? In this piece, Tom Ghiden, MD of JOAN Creative shares his perspective on the Paralympic Games, with more brands redefining their messaging to showcase Paralympians as elite athletes. The starting point for brands is empathy. Brands should educate themselves before they go on to educate their audiences. Next, humor. Some of the most successful, memorable advertising campaigns have been centred on humour, so why shouldn’t the Paralympics be the same? "Through creative storytelling and authentic campaigning – working with real-life athletes and understanding the correct language that empowers rather than patronises – brands can help change attitudes for the better and reach wider audiences. The Paralympics is a pivotal moment to represent the disability community. By getting it right now, we can put an end to the terms that have condescended and disparaged for too many years. " says Ghiden. Read the full article on the link. #paralympic #competing #winning

It is amazing to see how far we have come as a society to incorporate people of all abilities into sports today. Since 1960, the Paralympics participants have increased by nearly 10x. There are now 22 different summer sports and 6 winter sports in which Paralympics athletes can compete in. Media coverage has also increased, including the streaming service Peacock which offered 1,400 hours of Paralympic events in 2024. On a lower level, there are over three million kids who participate in Unified Sports or Special Olympics within America. On a global level, there are over six million current participants. In the past half decade, the Unified Sports world has gained nearly ten thousand more athletes. It is truly incredible to watch how the sports world has reacted and added more organizations and sports for those with mental and physical disabilities to participate in. #paralympics #unifiedsports #specialolympics #motivating

Have you seen Channel 4 ‘s promo ad for the Paris 2024 Paralympic Games yet? Irreverent. Hard hitting. Compelling. At a little over 2 mins, “Considering What?" is the latest of their powerful campaigns that highlight these incredible athletes to challenge patronising attitudes and change perceptions about disability. Replacing its ‘Superhumans’ forerunner, this campaign challenges people to view Paralympians as elite, world-class athletes, not as competitors “overcoming” their disabilities. https://lnkd.in/eikxjzqQ Created by Channel 4’s multi-award-winning in-house agency, 4creative, the film captures the reactions of people as they watch Paralympic sport which, although well intentioned, are misguided and don’t appreciate Paralympians for what they are – world class athletes. Rather than showing the athletes “overcoming their disabilities”, the film depicts Paralympians taking on and overcoming forces such as gravity, friction and time – the impassionate elements and unchangeable forces of our world – that make no exception for any athlete, regardless of someone’s disability. A world-class concept worthy of the world-class sportsmen and women it showcases. Kudos to Channel 4 for their dedication to promoting the Paralympics and for the enthusiastic audience that it has successfully cultivated. Its coverage of the Tokyo 2020 Paralympic Games reached over 20 million viewers, which is a third of the UK population. Additionally, their innovative approach on social media garnered 4.1 million views on TikTok. #Paralympics #Inclusion #Diversity #Channel4 #Respect #GlobalCommunity