We were frustrated to discover that only a quarter of Brits were interested in the Paralympics vs over a third for the Olympics.

Research commissioned by the charity Scope found that 67% of Brits feel uncomfortable talking to a disabled person.

This discomfort is linked to familiarity; nearly half of the British public says they don’t know anyone who is disabled so they don’t know how to behave around them – and one fifth of 18–34 year olds admit that they have actually avoided talking to a disabled person because they weren’t sure how to communicate with them.

When people feel uncomfortable their instinct is to ignore. We could not afford for disability and, in turn, the Paralympics to be overlooked so we focused the purpose of our campaign around making Britain comfortable with disability, and turning it into a celebration of ability, in all walks of life.

The centrepiece of our campaign was a jaw-dropping 3-minute film featuring 140 disabled people. With Channel 4’s own TV spots reaching over 48 million people, we chose to premiere the ad simultaneously across social channels. It trended within 10 minutes.

We created Channel 4’s most accessible advertising campaign ever, by taking channels that are ordinarily inaccessible to those with sight and hearing loss, and making them accessible. Signed, subtitled and audio described versions of the film were created and distributed across platforms. Audio-enabled bus posters, signed and subtitled cinema screenings of the ad, large print press formats, and a revolutionary use of AI on Facebook for those with sight loss were just a few of our accessible innovations.

Our commitment to use media in totally new ways meant ads were seen and heard by the able-bodied and the disabled alike.

Ratings

• Channel 4’s coverage was watched by 27.2m people – half of the UK viewing population.

• Viewing share among 25–34s was up +5% vs London 2012

• Channel 4 was the most viewed channel across 11pm–1am

Reputation

• Half of those who recalled the launch campaign said that it gave them a better impression of the channel

• ‘Yes I Can’ was also referenced by the US State Department and the UN

• Channel 4’s coverage has been included in the curriculum of UK schools for media studies

Impact

• By the opening ceremony nearly two-thirds of the population recalled seeing one or more elements of our campaign

• It was the most shared Olympic/Paralympic ad globally

• 49% said that it made them feel more positive towards disabled people

• And best of all, three-quarters of Brits believe that the campaign has helped them feel more comfortable talking about and to those with disability.

We created Channel 4’s most accessible campaign ever for the coverage of the 2016 Rio Paralympics, smashing viewing targets and changing the nation’s attitudes to disability for the better. Using technological innovation, pushing media partnerships to their limit and a smart cross-platform video strategy, we got half of the UK population tuning into the Games.

We produced three versions of the film: signed, audio-described and subtitled, to cater to a range of disabilities. Our campaign didn’t just appear inclusive, it was inclusive and within reach of everyone in the UK.

We wanted our campaign to be a positive, life-affirming celebration of the incredible ABILITY of disabled people in all walks of life.

For Channel 4 to challenge perceptions of disability we had to lead the way. This meant a strategy of ‘do, don’t say’ to bring this ambition to life.

Inclusivity was at the heart of everything we did: 140 disabled people featured in the film, our media strategy was ‘the most accessible campaign ever’, and driving it all was Channel 4’s commitment to The Year of Disability- looking to improve representation of disabled people on screen.

This allowed us to change perceptions, get people to want to watch and in turn had a huge impact on reputation for the channel.

Channel 4 is a commercially funded but publically owned UK TV channel with a remit to champion diversity, inclusivity and inspire change in people’s lives.

As part of Channel 4’s Diversity Charter, 2016 was declared their Year of Disability, with the Paralympics as its centrepiece. Rio 2016 offered the opportunity to make the Paralympics more than just a sporting event, giving us an opportunity to start a conversation about disability and to change public attitudes towards it.

Rio 2016 was to be the second time Channel 4 had broadcast coverage of the Paralympic Games after their successful debut in 2012.

But without the host nation advantage, a 4-hour time difference, and negative publicity in the build-up to the Games, the odds were stacked against us.

We had three objectives:

1. Ratings: get people to watch the Paralympics

2. Reputation: drive positive perceptions of Channel 4

3. Challenge perceptions of disability in the UK.