Promoting the plight of the awe-inspiring Paralympic GB athletes in advance of the 2012 London Games

Objective: Raise awareness of the Paralympics GB 2012 team whilst also raising funds to be invested into the future of disability sport in the UK

Challenge: Overcome common public attitudes that disabled sports are secondary to able-bodied sports

Creative Solution: We worked closely with Sir Paul McCartney to create two films and subsequently print material. Starting with the concept of super heroes, we felt that Paralympians shared characteristics of many iconic comic book heroes and also represent people who have overcome barriers to really inspire others.

Media: DRTV and Online (viral) & Press

Results: Ongoing – however initial response has been very positive from both the public and sporting bodies