The Paralympic Games are more than a sporting event, they are a powerful platform for societal change. Paris 2024 saw Channel 4 set a new standard for accessibility, elevating the Paralympics to new heights. Our bold ‘Considering What?’ campaign challenged viewers to see Paralympians as elite, world-class athletes – not simply competitors ‘overcoming’ disabilities. 79% of viewers agreed the campaign showed the Paralympics are just as exciting as the Olympics. This film shows what Paralympians ACTUALLY have to overcome to reach greatness. It’s not their disability, but the same forces any athlete must defeat – like gravity, friction and time. We personified these enemy forces in a frenetic and powerful film that shows sport doesn’t care whether you have a disability or not, and contrasted this objective attitude with well meaning but ultimately patronising comments from viewers. Because it’s time we all saw Paralympians not as Superhumans – but simply elite athletes.