Disability in advertising shouldn’t be something we only see once every four years

The Paralympics is over for another four years and I for one am feeling a little bereft. And also a bit uncomfortable.

Seeing so many impressive athletes at the peak of fitness with skills that go beyond imagining was a stark reminder about how invisible people with disabilities can often be. It’s not just on the track and field where we saw greater representation than we are used to either; in the studio and on the airwaves, the world suddenly seemed like a much more inclusive place. Until the ads came on.

Channel 4’s brilliant coverage of the Games will undoubtedly have helped to change perceptions of people with disabilities and encourage other broadcasters around the world to prioritise and celebrate Paralympic sport. It recognised that its approach should be echoed in advertising too and so it threw down the gauntlet to creatives. ‘Superhumans wanted’ challenged brands

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