Channel 4/2012 Paralympic Games: ‘Meet The Superhumans’

This article explains how a Paralympics campaign by Channel 4, the UK television channel, was made successful by its research foundation.

Channel 4/2012 Paralympic Games: 'Meet The Superhumans'

Mark DonovanChannel 4

Summary

The Channel 4 marketing campaign for the Paralympics was loved, talked about and effective to unprecedented levels. But without a longitudinal multi-discipline research plan, it may have been very different.

An innovative academic study highlighted issues but presented us with a way to overcome them, by 'treating Paralympians as athletes'. This was central to the creative process.

Qualitative research changed the direction of the whole campaign. Eschewing the aim of a single route, Kindling highlighted that three concepts were different layers of one idea. When positioned as one,...

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