👏 Considering what?

Channel 4 Paralympics ad gives two fingers to patronising comments:

In research conducted by Channel 4, they found that 60 per cent of people watch the Paralympics to see athletes overcoming their disability, as opposed to 37 per cent watching for exciting sporting competition. “Clearly the idea of a disabled person ‘overcoming’ their disability is problematic, perpetuating the idea that disability is a problem for the individual to ‘get over’, rather than the fact that most problems and inequalities associated with disability are caused by society,” says creative director of 4Creative (Channel 4’s in-house creative agency) Lynsey Atkin. Lynsey recognises that while most comments are “well-intentioned”, it doesn’t mean they aren’t misinformed. “These are world-class athletes, and this is elite level sport,” Lynsey says. “Excellence is excellence, no caveats.”