Channel 4’s challenge to make sports disability advert for Rio Paralympics

by Beatrice Credi - 2016.04.20
Channel 4’s challenge to make sports disability advert for Rio Paralympics
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Wanted: advertising ideas for sport and disability. This announcement comes from British TV broadcaster Channel 4, which has allocated £1 million-worth of its prime airtime for the most original TV advert for the opening ceremony of the Paralympic Games in Rio 2016. The initiative is part of a wider project, the Year of Disability, announced in January and during which the British broadcaster has committed to increasing the representation of people with disabilities in its broadcasts. The objective, according to Channel 4's director Jonathan Allan, is to raise viewers' awareness on an issue that has been underestimated.

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