We came across a shocking statistic: 67% of people in the UK felt uncomfortable talking to a disabled person. We decided the marketing focus would be about making this more than just a sporting event and use the opportunity to fundamentally change attitudes towards disability. We did this by celebrating ability in its widest sense – from winning a gold medal, through to the everyday brushing one’s teeth. The film features 140 disabled people, the largest disabled cast in advertising history.
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