Channel 4: Meet the superhumans

This case study describes UK television network Channel 4's strategy to promote the London 2012 Paralympic Games.

Channel 4: Meet the superhumans

James Hamilton and Olivia BrowneChannel 4 Television

Summary

Two and a half years out from the summer of 2012, Channel 4's belief that it could deliver the biggest Paralympic Games in the sports' history seemed overly optimistic. Viewer anticipation was barely registering and attitudes towards disabled sport displayed a depressing mix of sympathy and prejudice.

Through detailed research and audience understanding, we realised that when people were watching disabled sport, they were seeing disability first and sport a distant second.

We created a campaign to flip this by focussing on the visceral power that...

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