Campaign of the Year 2016: Channel 4 'We're the superhumans'
Key Takeaways from this article
The campaign helped Channel 4 to deliver its biggest TV audience in ten years and changed the way many people felt about disability and was named our Campaign of the Year
The film was a celebratory affair involving more than 140 people – with just as many non-athletes as Paralympic stars – showcasing people flying planes, playing in bands, raising children, tap-dancing, rock-climbing and even driving a wheelchair through a wall
Signed, audio-described and subtitled versions made "We’re the superhumans" one of the most accessible ads ever