This is due in no small part to the approach taken by Channel 4 to promoting the games. Channel 4 are the perfect broadcast partner for the games. It’s in their DNA to deliver programming that’s outside the mainstream, in the case of sport that translates naturally to the Paralympics. They have taken just the right cheeky line with much of their comms
“Thanks for the warm up”
And in other spaces the have absolutely identified the truth that Paralympians are just as impressive, if not more impressive, than their Olympic counterparts. The strapline is “Meet the superhumans”, and it’s inspiring stuff. Rousing soundtrack, human interest and the truth – though these athletes appear to be less capable than you or I they are faster, stronger, than the average Joe on the street (how did you feel the last time you ran for a bus?)
I think there is also be something in the British character that loves the outsider, it’s the same character trait that makes London Fashion Week edgier and more exciting than its equivalents in Milan, New York, Paris. And the fact that so many supporters from European countries can just pop over must have an impact too.
6 days to go until the Paralympics open, and I hope wherever and whatever medium you use you’ll make the time to watch it. And if this doesn’t inspire you nothing will…