Campaign details

Brand: Channel 4
Brand owner: Channel 4
Lead agency: OMD UK, 4creative 
Country: United Kingdom
Industries: TV channels, services, programmes
Media channels: Cinema, Direct marketing, Games & competitions, Integrated, Newspapers, Outdoor, out-of-home, Print, general, unspecified, Radio, Social media, Television
Budget: 3 - 5 million

Executive summary

We created Channel 4's most accessible campaign ever for the coverage of the 2016 Rio Paralympics, exceeding the client's viewing targets and changing the nation's attitudes to disability for the better. Using technological innovation, pushing media partnerships to their limit and a smart cross platform video strategy, we got one in every two Brits tuning into Paralympic sport.

From cutting edge Facebook AI technology delivering Facebook Ads for those with sight loss, to audio enabled posters and a Snapchat filter used by over 250,000 young British people, our campaign didn't just appear inclusive, it was inclusive and within reach of everyone in the UK.