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Channel 4 offers £1m prize to advertisers who feature disability in their campaigns ahead of Paralympics Games coverage


By Tony Connelly, Sports Marketing Reporter

April 19, 2016 | 2 min read

Channel 4 has launched a new initiative to encourage brands and creative agencies to prominently feature disability and disabled talent in their advertising campaigns ahead of the 2016 Rio Paralympic Games.

Channel 4 campaign

The Superhumans Wanted initiative is offering a £1m prize to the brand or agency which submits the strongest campaign idea and the winning entre will be given an exclusive launch spot in the first break of the 2016 Rio Paralympics Games Opening Ceremony on 7 September.

The competition launched at Advertising Week Europe 2016 and aims to encourage UK advertisers to think differently about how they represent disability in their TV ad campaigns.

Jonathan Allan, sales director at Channel 4, said: “As part of Channel 4’s Year of Disability, we want to ensure that our commitment to better reflecting disabled people goes beyond just our editorial approach and into our ad-breaks.

“The aim is to help inspire agencies and clients to think about what they can do to champion disability. By us putting some serious skin in the game through giving away this significant amount of TV airtime, we hope to encourage the best creative ideas from our ad partners that will resonate with all our viewers and challenge perceptions of disability, just as our Meet the Superhumans campaign did in 2012.”

The judging panel will be made up of key industry bodies and commentators as well as Channel 4 Board members and in-house creative agency, 4Creative.

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