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The Paralympic Games began as a small gathering for injured World War II veterans, and the event could reach its largest audience during Paris 2024. A record number of countries—more than 160, compared to 154 for the Tokyo 2020 Paralympic Games—have confirmed broadcast deals for this year’s event.
Nevertheless, misperceptions about the Paralympics persist, perpetuating condescending tropes about people with disabilities.
“There’s this perception that Paralympics isn’t a ‘real sport’—that it exists as a ‘nice thing to have’ and gives people with disabilities a chance to try sports … rather than the fact that it is a world-class, elite sporting event,” said Liora Ingram, senior planner at agency adam&eveDDB.
To shatter stereotypes, the International Paralympic Committee’s new campaign shows the gritty reality of Paralympians competing at the highest level of sports.
“The
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