#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...