'There's nothing brave about running 100m' – changing the 'bullshit' Paralympics vocab

<p>"Language is everything" in advertising, particularly for the Paralympics.</p><br><p>Channel 4's <a href="https://www.campaignlive.co.uk/article/channel-4-cuts-well-meant-bullshit-2024-paralympic-campaign/1880090" rel="noopener noreferrer" target="_blank">"Considering what?"</a> campaign frames Paralympians as world-class athletes rather than competitors "overcoming" their disabilities. The International Paralympic Committee's <a href="https://www.campaignlive.co.uk/article/paralympians-challenge-perceptions-campaign-ahead-paris-games/1885194" rel="noopener noreferrer" target="_blank">“They’re not playing games”</a> left messages on social media from the Paris Paralympic 2024 athletes saying “I won’t be participating at the Paris 2024 Paralympic Games” to then reveal that they will be "competing".</p><br><p>This year's advertising sees a movement to correctly represent the athletic and sporting champions in the Paralympics games, kicking the "well-meant bullshit" out of its vocabulary.</p><br><p>Going behind the scenes of these campaigns and discussing what has changed in the media for the Paris 2024 Paralympics, we speak to:</p><p>Lynsey Atkin, outgoing executive creative director of Channel 4’s in-house agency 4Creative;</p><p>Tom Ghiden, managing director of Joan London;</p><p>Craig Spence, chief brand and communications officer at the IPC</p><br><p>This episode was hosted by Campaign's tech editor Lucy Shelley.</p><br><p>Further reading:</p><p><a href="https://www.campaignlive.co.uk/article/why-brands-need-stop-talking-overcoming-disabilities/1886688" rel="noopener noreferrer" target="_blank">Why brands need to stop talking about ‘overcoming’ disabilities</a></p><p><a href="https://www.campaignlive.co.uk/article/paralympians-challenge-perceptions-campaign-ahead-paris-games/1885194" rel="noopener noreferrer" target="_blank">Paralympians challenge perceptions in campaign ahead of Paris Games</a></p><p><a href="https://www.campaignlive.co.uk/article/channel-4-cuts-well-meant-bullshit-2024-paralympic-campaign/1880090" rel="noopener noreferrer" target="_blank">Channel 4 cuts the ‘well-meant bullshit’ in 2024 Paralympic campaign</a></p><p><a href="https://www.campaignlive.co.uk/article/pick-week-channel-4-takes-home-gold-2024-paralympic-campaign/1881168" rel="noopener noreferrer" target="_blank">Pick of the Week: Channel 4 takes home gold in 2024 Paralympic campaign</a></p><p><a href="https://www.campaignlive.co.uk/article/orange-%E2%80%9Cwhen-love-sport-love-sport%E2%80%9D-publicis-conseil/1884935" rel="noopener noreferrer" target="_blank">Orange “When you love sport, you love sport” by&nbsp;Publicis&nbsp;Conseil</a></p><p><a href="https://www.campaignlive.co.uk/article/paralympics-2024-round-up-watch-ads/1885195" rel="noopener noreferrer" target="_blank">Paralympics 2024 round-up: watch the ads</a></p><p><a href="https://www.campaignlive.co.uk/article/channel-4-paralympic-ads-deal-tiktok/1885562" rel="noopener noreferrer" target="_blank">Channel 4 in Paralympic ads deal with TikTok</a></p> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>