Google, Twitter, Facebook and other global brands back Paralympics push to 'normalize' disability

The International Paralympic Committee created new logo, color and brand partnerships to show that 15% of people have disabilities

Published On
Aug 19, 2021

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Ahead of the Tokyo Paralympics next month, global brands including Google, Peloton and Twitter are set to back a new campaign from the International Paralympic Committee (IPC) highlighting the fact that 15% of the world's population, or 1.2 billion people, live with disabilities.

The decade-long campaign, created by Adam&Eve/DDB, titled “#Wethe15,” includes a newly designed symbol, developed by Pentagram, representing 15% of a pie chart, and purple color as a visual representation of the 15%, which the IPC hopes will become synonymous with the movement over the next 10 years.

The effort will include lighting up 125 landmarks across six continents around the world in purple, including the Empire State Building, the London Eye, the Colosseum, Niagara Falls and Skytree in Tokyo. Meanwhile, brand partners including Twitter, Facebook and Google will transform their logos, campaigns and social platforms to become 15% purple.

Other brands will also become involved with specific events, for example a Peloton activation will have 15% of all users riding  at the same time, with an instructor who has disabilities. Throughout the Paralympic Games, athletes will wear temporary tattoos made from the #WeThe15 symbol.



The campaign also includes a hero film in which people with disabilities discuss how, rather than being "inspirational" or to be pitied, they experience all the normal, everyday, even tedious things in life (for example, breaking their phones, pushing thier kids in strollers, watching reality TV and killing houseplants).

Shot in Bogota, Bangkok, London, Johannesburg, Milan and Manila, the film features nearly 40 persons with disabilities assembled in partnership with disabled talent agency and consultancy C Talent. It was directed by Sam Pilling at Pulse Films.

The film will be broadcast live to an audience of over 250 million worldwide during the Tokyo 2020 Paralympic Games Opening Ceremony. It will also be screened by multiple broadcasters around the world as part of their Paralympics Coverage, including NBC, and the U.K.'s Channel 4, which has already launched its own campaign, with a somewhat similar theme highlighting that Paralympic athletes aren't superhuman, but "human."

“The whole campaign is about normalizing disability and bringing to light the 15% of people who have disabilities,” says Richard Brim, chief creative officer at Adam&Eve/DDB. “We wanted to see how we could use the Paralympics as a stage to highlight, way beyond sport, the fact that at 1.2 billion people have disabilities. It goes beyond pity or putting them on pedestals or thinking of them as inspirational.”

Adam&Eve/DDB was originally appointed by the IPC in 2018 following a competitive pitch, but Brim says that the campaign had grown in scale due to the cancellation of the 2020 Paralympics, which had given the agency more time to work on it. “We’ve never done something at this kind of scale,” he adds. 

The campaign is backed by a coalition of 20 global organizations including the UN, UNESCO, the Special Olympics and the Valuable 500, and has also been endorsed by the likes of Prince Harry, in his role as Patron of the Invictus Games.

“At the IPC we believe that Change Starts with Sport and through #WeThe15 we want to change the lives of the world’s 1.2 billion persons with disabilities," Craig Spence, Chief Brand and Communications Officer at the International Paralympic Committee, said in a statement. "By partnering with multiple international organizations to launch #WeThe15 ahead of the Tokyo 2020 Paralympic Games, we want to use the platform of the world’s third biggest sport event to spark a decade-long transformation for the world’s largest marginalised group.”






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Aug 19, 2021
Client :
International Paralympic Committee
Agency :
Adam & Eve/DDB
Chief Creative Officer :
Richard Brim
Global Creative Director :
Laura Rogers
Campaign Creative Team :
Edward Usher
Campaign Creative Team :
Xander Hart
Film Creative Team :
Selma Ahmed
Film Creative Team :
Genevieve Gransden
Social Director :
Sophie Chaytor-Grubb
Social Media Manager :
Matthew Osbourne
Creative Technology Director :
Hash Milhan
Deputy Head of Production :
Jack Bayley
Agency Producer :
Rebecca Holt
Agency Producer :
Hannah Needham
Integrated Assistant Producer :
Richard Bailey
Senior Project Manager :
Alice Southam
Head of Planning :
Will Grundy
Strategy Director :
Claire Strickett
Senior Planner :
Sarah Benson
Joint CEO :
Mat Goff
Managing Partner :
Polly Dedman
Business Director :
Louis Lunts
Account Director :
Charlie Simpson
Account Director :
Charlotte Ellison
Account Director :
Rosie Snowball
Account Director :
Pablo Arango
Account Manager :
Irina Patrichi
Chief Brand & Communications Officer :
Craig Spence
Head of Brand and Engagement :
Natalia Dannenberg-Spreier
Head of Communications :
Phil Dorward
Brand Campaigns Coordinator :
Elliot Forward
Digital Partnerships Manager :
Mariel Avalos
Designer :
Tanja Aurand
Brand Campaigns Assistant :
George Doman
Campaign Consultant :
Dana Robinson-Slote
Head of Partnership Services :
Nael Ogden-Smith
Partnership Services Manager :
Kiriah Crane
Partnership Services Manager :
Fiona Sanna
IPC Board Member :
Juan Pablo Salazar
Broadcasting Rights Manager :
Daphne Chan
Design Agency :
Partner :
Harry Pearce
Graphic Designer :
Johannes Grimmond
Graphic Designer and Animator :
Tom Walker
Production :
Daren Howells
Graphic Designer :
Romilly Winter
Graphic Designer :
Richard Clarke
Project Manager :
Tiffany Fenner
Project Manager :
Jane Kemp
Accessibility, Disability and Inclusion Consultant :
C Talent
Production Company :
Pulse Films
Managing Director and Executive Producer :
James Sorton
Executive Producer :
Lucy Kelly
Executive Producer :
Davud Karbassioun
Producer :
David French
Director :
Sam Pilling
Alex Barber
Chloë Thompson
1st AD :
James Sharpe
Casting Director :
Anna Stark
Production Manager :
Kishan Patel
Production Manager :
Tom Nutting
Production Assistance :
Ellie Saunders Wright
Location Manager :
Rupert Bowket
Production Designer :
Beck Rainford
Costume Designer :
Hannah Hopkins
Service Production in South Africa :
Gathouse Commercials
Executive Producer :
Beverley Wynne
Line Producer :
Karin Tanchel
Shaun Harley Lee
1st AD :
Jaco Nel
Location Manager :
Bhut Gladstone
Art Director :
Willow Howell
Service Production in Bangkok :
Indochina Productions
Executive Producer :
Nicholas Simon
Line Producer :
Atrachariya Pinitsanpirom
Line Producer :
Bird Film
Nicholas Axelrod
1st AD :
Napon Limsomwong
Casting Director :
Sarawanee Yodnoon
Service Production in Milan :
Pulse Films Italia
Executive Producer :
Giorgio Testi
Line Producer :
Giulia Negretto
2nd Unit Director :
Tobia Passigato
Diego Indraccolo
Editing Company :
Editor :
Ellie Johnson
Editor :
Liam Bachler
Editor :
Elyse Raphael
Post Production :
Untold Studios
Grade :
Simon Bourne
Grade :
Post Producer :
Tomek Zietkiewicz
Audio Post Production :
Audio Engineer :
Sam Ashwell
Audio Engineer :
Mark Hellaby
Audio Producer :
Kirsten Troy
Audio Producer :
Martin Critchely
Music Company :
Music Supervisor :
Jay James
Music Supervisor :
Neil Athale
Head of Language :
Sarah Mrowicki
Senior Transcreation Account Manager :
Veronica Viudas Garcia
Transcreation Account Manager :
Maria Dilena
Adaptation Agency :
Managing Partner :
Mike Turnbull
Account Director :
Theo Tsangarides
Senior Production Account Manager :
Sophie Duncan
Account Manager :
Kate Morrow
Producer :
Rachel Lodge
Producer :
Nicola Shanks
Producer :
Mandy Amoah
Producer :
Charlotte O’Reilly
Senior Producer :
Laura Frischke
Editor :
Adrian Scanlon
QC :
Stuart Moore
QC :
Chloe Maudsley
Post Producer :
Olivia Hards
Senior Post Producer :
Martina Trlik
Resource Manager :
Aleksandra Bulkowska
Creative Lead :
Tom Lockwood
Edit/Animator :
Gabi Mascarenhas
Edit/Animator :
Meena Ayittey
Researcher :
Beth Hill
Head of Production :
Marc Dolby
Print Producer :
Jay Tijani
Senior Integrated Producer :
Gareth Evans
Senior Integrated Producer :
Matt Thompson
Studio Artworker :
David Pluckrose
PR Agency :
PR Agency :
Porter Novelli
PR Agency :
Media Agency :
Omnicom Media Group

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