FRIDAY 20 AUG 2021 12:12 PM


Ahead of the Tokyo 2020 Paralympic Games, the International Paralympics committee has partnered with creative agency, adam&eveDDB to create a humorous video campaign celebrating the 1.2bn people with disabilities worldwide.

This campaign was led by the International Paralympics Committee (IPC) and the International Disability Alliance (IDA). It begins with a tense clip of a disabled basketball player entering an arena, before showing people across the world with disabilities living their daily life.

The video titled ‘WeThe15’ features people from all different demographics and nationalities, to convey the message that disability does not discriminate, and neither should the audience. The video uses humour to humanise the Paralympians, engage with global audiences and inspire positive social change.

WeThe15 is a global human rights movement supported by International Paralympics Committee, International Disability Alliance, UN Human Rights, UNESCO, UNAOC and other global human rights committees. The name WeThe15 is reflects the fact that people with disabilities make up 15% of the world’s population.

In the first collaboration of its kind and scale, the campaign works towards WeThe15’s aim to end disability discrimination. WeThe15 brought in creative agency, adam&eveDDB, to create the film while Omnicom sister agencies, FleishmanHillard, Porter Novelli and Portland handle the campaign PR.

Partnering organisations within WeThe15 will share the video campaign across social media throughout duration of the Tokyo 2020 Paralympic Games, which kicks off next Tuesday 24 August. It will be broadcast to a live audience of over 250m viewers at the opening ceremony and will be shown around the world throughout the duration of the games on channels including Channel 4 and NBC.