Sport’s largest movement to end disability discrimination

Global – Timed to align with the rescheduled Tokyo 2020 Paralympic Games, design studio Pentagram and advertising agency adam&eveDDB are launching the sporting world's largest human rights movement to end discrimination. Entitled #WeThe15, it references the fact that 15% of people globally have a disability.

Launched in partnership with the International Paralympic Committee, it features a logo mark and campaign film that challenges people's misconceptions by representing the true experiences of disabled individuals. For its launch, global landmarks will be lit in the #WeThe15 campaign’s signature colour purple, while a coalition of organisations from the world of sport, human rights, policy, communications, business and the arts will aim to break down societal barriers over the coming decade.

In this way, Pentagram and its partners are using their global reach to spotlight the importance of taking an intersectional approach to sports, products and experiences. Mat Goff, CEO at adam&eveDDB, says: ‘This Tokyo 2020 launch campaign is just the start of a movement that will drive real change for over a billion people worldwide.’

To discover recent brand innovations operating in this area, delve into Inclusive Care, part of the Innovation Debrief 2021.