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'Super Humans' at 10: How Channel 4’s campaign helped transform perceptions of disability

24 Mar 2022
24 March 2022
'Super Humans' at 10: How Channel 4’s campaign helped transform perceptions of disability

The London 2012 Paralympics was the highest profile ever, not only taking part in the UK but also receiving its highest ever exposure with unprecedented commitment and coverage from Channel 4. Central to its success was the award winning Super Humans campaign, which succeeded in transforming perceptions of disability and Paralympians.

Join one of the key architects of the 2012 Paralympics campaign, then CMO Dan Brooke and current CMO Zaid Al-Qassab to discuss the campaign’s origin story, impact and legacy.