Channel 4 Invites Us To Stare At Paralympic Posters
By Jade Case on Thursday, August 19, 2021
Channel 4 has recently smashed a campaign for the 2020 Tokyo Paralympic games as its official broadcaster. The campaign uses beaming outdoor prints in bright colours to capture the attention of passers-by and to amplify the ‘superhuman-ness’ of these extraordinary athletes.
Using vivid shades of pink, yellow and green, the posters and ads are unmissable. The tag line, ’Its rude not to stare’ is a clever twist on the familiar childhood reprimand many people got from their parents.
Instead of adhering to the social stigma of ‘not staring’ – Channel 4 invites us to acknowledge these incredible athletes and their disabilities.
The posters follow this year’s ‘Superhuman’ campaign, which plays on the premise that to be a Paralympian, there’s got to be something wrong with you.
The campaign is a huge step towards tackling stigma and prejudice against Paralympians and disabled people.