2016 is Channel 4’s Year of Disability, marking its commitment to increasing on and off-screen representation of disabled people across the schedule.
Almost two-thirds of all on-screen talent during the Paralympics coverage are disabled.
The channel’s runaway hit from the 2012 Paralympic Games, The Last Leg, will be placed at the heart of the coverage, and will come live from Rio every evening at 8pm.
The campaign is part of the broadcaster’s Year of Disability, and will award the brand or agency with the strongest campaign idea with an exclusive spot in the first break of the 2016 Rio Paralympic Games Opening Ceremony.
The competition is part of Channel 4’s commitment to improving diversity on- and off-screen beyond simply its editorial content and into Channel 4’s important commercial airtime.
The focus on disability coincides with the Paralympic Games in Rio de Janeiro and aims to build upon the ongoing initiatives outlined in last year's 360° Diversity Charter which aimed to improve access for all under-represented groups such as BAME, LGBT and women.
In 2017, Channel 4 will focus on a different diversity theme.
