This competition was all about encouraging the UK advertising industry to think differently about disability in all its forms. However, fundamentally the campaigns still needed to demonstrate their ability to hit the brands original objectives. This was not about making an ad that ticks a box or fulfils a diversity target; we were looking for strong brand creative that merges the capacity to push a clever sales message, whilst positively featuring disability or disabled talent.

The judges looked for campaign ideas that not only prominently featured disability or disabled talent, but that also integrated that disability into the fabric of the campaign itself. Judges were keen to see campaigns that normalised disability, challenged misconceptions or made positive statements about disability. Campaigns which surprised or challenged the audience, and engaged them in positive discussion and debate about disability were welcomed.

The core campaign idea needed to be a 30-60 second TV spot, which would launch within the Paralympic Games opening ceremony on Channel 4. However, the judges were keen to see how the campaign idea could live beyond that spot, elsewhere in the world of TV and also how it might translate through the rest of the media landscape.


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