RAISING AWARENESS AND EXCITEMENT
Channel 4 won the bid to broadcast the Paralympics in 2012, with an ambition of making their Paralympics coverage the biggest event in Channel 4’s history. Central to their remit with the Paralympics coverage was to bring about a permanent and fundamental shift in the UK of perceptions of disability and disability sport.
As well as the TV and online coverage of the games and their buildup, Channel 4 wanted to commission additional content to raise awareness of Paralympic sports, help create household names of our Paralympic hopefuls, build excitement and anticipation of the games, and establish Channel 4 as the official broadcast partner of the 2012 Paralympics.