Channel 4’s Considering What? campaign will ask viewers to see disabled athletes as “elite, world-class athletes”, rather than competitors “overcoming” their disabilities. It comes after research by the broadcaster found that 59% of people said they watch the Paralympic Games to see athletes “overcoming their disabilities”, while just 37% say they watch for “exciting sporting competition”. Channel 4 will show more than 1,300 hours of live coverage of the Paris games, across its TV stations and YouTube channel.
It says the advert will show “well-intentioned” but “misguided” reactions to Paralympic sports, as it depicts athletes overcoming forces such as gravity, friction and time, rather than their disabilities. The short film brings each force to life and shows it battling with an athlete. One example sees friction personified as a boy-racer in a bright yellow sports car, taunting multi-gold Paralympic medallist Sarah Storey, as he burns rubber by performing donuts.
The scene then moves to Storey racing on her bike, but its wheels go from underneath her at a sharp corner. This leaves her helpless as her momentum drags her body across rough gravel, shredding her clothing and skin, while the friction character watches on from his car. Channel 4’s chief marketing officer, Katie Jackson said: “Since 2012, Channel 4 has played a key role in raising the profile of the Paralympic Games and challenging attitudes around disability.
“The Paralympics is o.