WeThe15

When WeThe15 launched, it became the world’s biggest human rights movement for people with disabilities, who at 1.2 billion people – 15% of the world – are the world’s largest minority. The campaign, launched with the International Paralympic Committee, was ultimately a rallying cry: people with disabilities are wonderfully ordinary. Despite there being no media budget, the 15% became impossible to ignore, thanks in part to the strong identity and naming. It ignited support worldwide by way of a film in the Tokyo Paralympic opening ceremony, OOH takeovers in iconic locations including Times Square and Piccadilly Circus, and lighting up 225 landmarks across the globe.