Why brands need to stop talking about ‘overcoming’ disabilities

Paralympians have taken to social media to say they won’t be participating in this year’s Games. 

They will be competing. 

The International Paralympic Committee's (IPC) 'They’re not playing games' campaign is challenging the bias around the Games to remind audiences that the athletes aren’t just taking part, they are elite competitors at the top of their game. For far too long, Paralympians have been subject to language bias – simply praised for taking part rather than acknowledged for their fierce drive to win.

This year, Channel 4 has scrapped its past approach to the games, despite its 'Super. human' campaign having picked up many industry awards including a Cannes Lions Grand Prix and having gained significant recognition for its coverage and support of the Paralympics in London 2012. By speaking with the disability community, Channel 4 has recognised that the language of its campaign perpetuated the idea that athletes 'overcoming disability' was problematic, and it’s working to remedy this. After finding that more people watched the Paralympics to see people 'overcome their disabilities', than to see elite sport, it is now turning the lens onto the audience to tackle language bias.

It’s a switch being recognised by other brands around this year’s Games, too, with the goal of addressing the misconceptions created by past language to ensure an equal and unbiased future.

Bupa’s Paralympics campaign 'Health is' features Paralympians Emmanuel Oyinbo-Coker and Hannah Cockroft, with relatable images and videos reflecting their everyday lives to promote a broader, inclusive view of health, while challenging perceptions of what a healthy person looks like.

The Bupa campaign features an immersive experience using braille, audio and accessible type. This is something for creatives to reflect on–our biases, be they unconscious or otherwise, aren’t just in language, but in the medium too.

Breaking down the language bias

The IPC, Channel 4, Bupa and many more are showing us why language is so important. People trust brands, we take their lead. So when they use a certain language, we follow. But it is up to brands to work closely with the people they are representing. While many considered 'Super. Human' to be an empowering, encouraging term, it is in fact seen as derogatory and patronising by those that were being championed. Brands must first educate themselves before they educate audiences.

Nike’s 'Winning is winning' campaign highlights Paralympians’ fierce winning mentality, building on the IPC’s message that athletes are competitors, not participants. Its Olympics campaign championed the ruthless drive it takes to win, so why wouldn’t the Paralympics be the same? Its ad redefines the essence of winning, moving away from the idea that simply just taking part is enough.

Brands need to follow those that have successfully championed the passion and elite skill of Paralympians. First by talking with the disability community–and not just once–they must constantly evolve and learn, then continually consider the language bias. Brands must ask themselves whether their messaging could apply to an Olympics campaign. If the answer is no, they need to re-evaluate.

Don’t be afraid to have fun

Some of the most successful, memorable advertising campaigns have been centred on humour, so why shouldn’t the Paralympics be the same? London 2012 introduced us to The Last Leg, a panel show injecting humour into the Games. The show was unafraid to combine Paralympic coverage with humour, representing the disability community and showing we can laugh alongside them. At the time it was a brave move by Channel 4. It tackled subjects people had previously felt too awkward to talk about, let alone discuss on mainstream TV.

But more than a decade on, many brands are still too afraid to combine the Paralympics with humour. The Paralympics TikTok account is building on the popularity of Olympic TikTok to share content with the purpose of making people laugh, with videos of athletes dancing, or paired with funny music. It’s as simple as that. Progress comes from pushing the boundaries–not letting fear hold brands back to create memorable campaigns with a hint of mischief and playful rebellion.

Through creative storytelling and authentic campaigning–working with real-life athletes and understanding the correct language that empowers rather than patronises–brands can help change attitudes for the better and reach wider audiences. The Paralympics is a pivotal moment to represent the disability community. By getting it right now, we can put an end to the terms that have condescended and disparaged for too many years.

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Tom Ghiden is the managing director of Joan London.