Considering What ? (UK)

https://vimeo.com/993234013/dcbc7f14b2?share=copy

As part of a long term continuous effort, Channel 4 aims to redefine public perception of Paralympic athletes as world-class competitors, not simply individuals overcoming disability. Their “Considering What?” campaign highlights the athleticism of Paralympians by showcasing their battles against fundamental forces like gravity.

The campaign is the first since Channel 4 won the UK broadcast rights to the Paralympics which will not feature the term ‘Superhumans’.

Supporting the TV campaign is a nationwide out of home campaign, where well-meaning but patronizing phrases are corrected by the physicality of the Paralympic sports themselves.