ABOUT

Our task was to promote the Tokyo 2020 Paralympic games on Channel 4 and shift attitudes around disability in the UK. Channel 4’s previous ‘Superhumans’ campaigns were hugely influential, but a decade on, some disabled people pointed out we had inadvertently created a new disability stereotype: sports superhero. So the most powerful thing we could do was rip our most iconic campaign in two. This year, instead of just presenting the athletes as ‘super’, we wanted to show their human side: Super. Human. Because what sets these athletes apart is not their disability, but the very human qualities of obsession, competition and sacrifice that they take to the next level in order to compete for their country on a global stage: To Be A Paralympian There’s Got To Be Something Wrong With You.