International Paralympics Committee: #WeThe15

The International Paralympics Committee (IPC) launched #WeThe15, the world's biggest human rights movement for people with disabilities, at the 2020 Tokyo Paralympic Games and cast people with visible and invisible disabilities in an online film.


#WeThe15 isn't just another advertising campaign.

It is the story of how we hijacked our own event – the 2020 2021 Tokyo Paralympic Games – to launch the biggest human rights movement for persons with disabilities in history.

It's also a story of bias, of ableism: of how we were ready to find our place in the pantheon alongside brilliant campaigns like Channel 4's Superhumans, and instead drew a purple circle around the world's forgotten population: the 1.2 billion; the 15% of persons with disabilities.

We achieved this through two strategic pivots.

#1: We represented...

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