Channel 4's Paralympics Marketing

Channel 4's Paralympics work had a groundbreaking impact on inclusive and accessible-driven marketing by depicting disabled people in the same light as able-bodied people and making disability cool in a way that had never been done before.

The goal of Channel 4's Paralympics work in 2012 was to depict disabled people in the same light as able-bodied people and make disability cool.

The tone of voice often seen in award-winning inclusive and accessibility work is very similar, with plinky-plonky piano music and conveying itself as very worthy.

<p>The hope for the impact of the latest inclusive and accessibility work is to make disabled people feel more human, which feels just as groundbreaking.</p> Signup and view all the answers

<p>The observation is that brands care more about social purpose, but just talking about something serious doesn't automatically make their work impactful.</p> Signup and view all the answers