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Paralympics ‘We’re The Superhumans’

Award: Yellow Pencil

Yellow Pencil / Film Advertising / TV Programme Promotions / 2017

When we began work on the campaign, 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 would do this by celebrating ability in its widest sense – from winning a gold medal, through to something as everyday as brushing one’s teeth.

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