People with disabilities make up 15% of the global population, but despite being the world’s largest minority they face daily stigma and exclusion. Together with the IPC, we sought to shatter the damaging myths held about those living with disabilities and give a voice to the 1.2 billion who have largely been left behind by the inclusivity agenda.
#WeThe15: An impossible-to-miss campaign to launch a ten-year movement for change. With zero media budget, we took over the Tokyo Paralympic Opening Ceremony, revealing a powerful film directly from the 15%. In it, disabled voices defiantly tear down damaging stereotypes and challenge the world to recognise them as authentically human and wonderfully ordinary.
Our message reached 250m people instantly – but we didn’t stop there. 225 iconic landmarks in 6 continents were lit purple in solidarity, and we took over OOH sites around the world, including Times Square and Piccadilly Lights. The world’s biggest brands from Facebook to the NSYE amplified our message and the disabled community adopted the movement with Paralympic athletes proudly sporting the WeThe15 logo as tattoos.
The impact on disability rights and recognition was unprecedented; powerful organisations from the United Nations to UNESCO committed to tangible change as a result of the campaign, and we drove an unmissable global conversation about disability inclusion.