Channel 4’s ‘Superhumans’ campaign was hugely influential, but a decade on, some disabled people pointed out we had inadvertently created a new disability stereotype: sports superhero. So the most powerful thing we could do was rip our most iconic campaign in two. This year, instead of just presenting the athletes as ‘super’, we wanted to show their human side: Super. Human. Because what sets these athletes apart is not their disability, but the human qualities of obsession, competition and sacrifice that they take to the next level: To Be A Paralympian There’s Got To Be Something Wrong With You.

Channel 4 is a public service broadcaster with a unique remit to be a disruptive force and give a voice to under-represented groups. It has had the rights to the Paralympic Games since 2012 and revolutionised broadcasting of the event. ‘It’s Rude Not to Stare’ is a twist on the English language phrase ‘it’s rude to stare’ – often taught to children to not look at those different from themselves.