CASE STUDY | Multiple Formats CHANNEL 4 2016 PARALYMPICS • We sought to reignite the UK’s love of the Games and get people tuning back in. • With two thirds of Brits feeling uncomfortable talking to a disabled person, there was a clear role for media to turn this around and drive positive perceptions towards disability. OBJECTIVES STRATEGY • To turn the dictionary definition of disability on its head and showcased some of the incredible abi

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