Channel 4, Bupa and Purple Goat have joined forces to in a bid to give support to the accessibility legacy that it is hoped will results from the 2024 Paralympic Games in Paris.
Launched ahead of tonight’s (28 August) opening ceremony, the joint initiative will encourage the advertising industry to increase the representation of disabled people within their content for the long term – and not just during the Games and their immediate aftermath.
At the heart of the campaign will be a 50-second spot that highlights the disparity between the size of the UK’s disabled population, compared to the extent to which it is represented in advertising.
“The Paris 2024 Paralympic Games are always a proud moment for Channel 4, where we get to stand firm in challenging our own industry as well as wider society to be bold in empowering disabled communities,” Channel 4 creative solution leader, Sophie Lloyd said.
“Working with partners like Bupa and Purple Goat who share our values underlines our commitment to increasing disabled representation in advertising, for the Paralympic Games and beyond.”
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The work will also feature a digital handbook with best practice tips and links to further learning, as well as a training programme and six in-person workshops for marketeers to encourage brands to increase representation.
Conceptualised by the broadcaster’s creative solutions team, the work was developed by the inclusivity-focused agency Purple Goat in partnership with Sassy+.
A Purple Goat spokesperson added: “It’s absolutely brilliant to be working with Channel 4 and Bupa to harness the magic of the Paris 2024 Paralympic Games to drive meaningful, powerful and progressive developments into the wider advertising and media industries.
“The more comfortable and confident we make marketeers to think inclusively – the more that translates directly into brands and advertisers delivering on that. We’re excited to support in helping to drive this work forward together, with the disabled community front and centre of our work at every stage.”