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Why the Channel 4 Paralympics Advertising is Angering Disabled People

I’ve always had mixed feelings about the Paralympics. On the one hand it does give elite disabled sportspeople a platform and raises awareness, but on the other the coverage is often surrounded by a lot of inspiration and trauma porn.

That for me can put a dampener on the whole proceedings, so when I heard that Channel 4 had set out its most ambitious ever Paralympic plans I was excited. With an over 70% disabled presenting team, live subtitles, audio describing and sign language it sounded like a real effort was being made to break the mould.

However the advertising campaign has let it down.

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