Channel 4 brings Paralympics ad campaign to cinema screenings for hearing impaired

Channel 4 has claimed a UK first by broadcasting a subtitled and signed version of its "We're the superhumans" ad at dedicated cinema screenings for hearing impaired people.

The move comes as Channel 4 launches the next phase of its "Superhumans" campaign, which also features posters accompanied by audio commentary of Paralympians winning gold at London 2012. 

The cinema ad will display subtitles and be British sign language interpreted in dedicated screenings for hard of hearing people. The spot was produced with support from the charity Action on Hearing Loss.

Meanwhile, outdoor ads on city bus shelters will feature images of Paralympics GB leading athletes Ellie Simmonds, Richard Whitehead and David Weir. Channel 4 has also partnered with Metro to take over its masthead in a print campaign.

Facebook content has also been created that incorporates the social media platform’s audio assisted technology tool by providing audio description of the video for people with sight loss. 

The ads have been created by 4Creative, Channel 4’s in-house agency, with media handled by OMD UK.

The broadcaster’s ambition to make the campaign accessible to everyone comes as research carried out by Channel 4 shows that 82% of UK adults agree that the Paralympics are important for improving society’s perceptions of disabled people. 

The research also shows that more than 90% who saw the "Superhumans" ad said it was a positive portrayal of disability. 

Dan Brooke, Channel 4’s chief marketing and communications officer, said: "From the outset our ambition was to make this Channel 4’s most accessible campaign ever. 

"We want everyone to be able to share in the excitement of the Rio Paralympics and join in this wonderful celebration.

"The Paralympics and our 'Superhumans' campaign get right to the heart of what Channel 4 stands for – championing diversity, innovation and new talent and celebrating the amazing abilities of both Paralympians and everyday people."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More