Reframing Disability in Advertising: Lessons from the Paralympics
In a powerful online discussion led by Imisi Adefala, Founder of Reel Shoot and Nigel G Honey, Founder of The Ability Academy, industry professionals came together to explore how disability is represented in advertising and what the future could look like when inclusion is done right. Participants joined from across the globe from London to Malaysia to examine how campaigns like Channel 4’s “Superhuman” transformed public perception of the Paralympics and what brands can learn from its successes and shortcomings.
Imisi Adefala
11/4/20252 min read
Moving Beyond “Superhuman”
Imisi opened with the history of the Superhuman campaign, originally designed to give Paralympic athletes the “Hollywood treatment.” The campaign achieved staggering success and viewership increased tenfold between 2008 and 2012, particularly among younger audiences.
However, as Nigel explained, many within the disabled community found the narrative problematic. By portraying athletes as “superhuman,” the campaign implied that disability was something to overcome, rather than part of who they are.
The conversation highlighted how the narrative evolved from “Superhuman” in 2012 to “super.human” by 2020 which is a subtle but powerful shift towards honesty, humor, and authenticity. The latest Paris 2024 Paralympics campaign continues this evolution, focusing purely on athletic excellence and featuring 100% disabled presenters showing that athletes with disabilities deserve recognition as athletes first.
What Brands Can Learn
Both speakers underscored that authentic representation is ethical and good business.
Campaign US research indicates a 7% to 10% higher engagement rate and 30-40% more earned media mentions for disability-inclusive work.
80% of consumers trust brands more when they show genuine disability inclusion.
Imisi urged brands to move beyond the “inspiration trap” and instead focus on equality, accurate language, and co-creation with disabled voices. Representation should not only appear in front of the camera, it must be embedded within organisations and creative teams.
Introducing Reel Shoot: A Platform for Authentic Representation
Imisi also introduced Reel Shoot, a new platform designed to make it easier for brands to work with disabled video creators. The platform allows brands to post briefs, have creators apply, and receive high-quality user-generated videos filmed from home which removes barriers like inaccessible sets or travel challenges.
With fair pay, built-in accessibility support, and a creator-first model, Reel Shoot enables authentic storytelling while helping brands meet their diversity and inclusion goals.
Nigel added practical advice for creators, emphasizing the importance of impactful openings, accessible captions, and correct formatting for different social platforms. As Sarah Arch pointed out, tailoring content to each platform’s tone whether TikTok, YouTube, or LinkedIn is key to engagement.
A Call for Change
The event closed with a clear message: disability inclusion in media is a social cause but it’s also a creative and commercial opportunity.
By working with disabled creators and rethinking how disability is portrayed, brands can connect with audiences in more meaningful, authentic ways.
Reel Shoot is proud to lead this next wave of change; it's bridging the gap between brands and disabled creators to build a more inclusive future for advertising.
Join the waiting list today to be among the first brands and creators shaping the next chapter of inclusive content.
Visit www.reelshoot.com to sign up.
