Stories about Paralympians are often framed as inspiring tales of overcoming adversity. But a new campaign from Canadian agency Cossette for World Wheelchair Rugby (WWR) aims to change that narrative by decentering the perceptions of non-disabled audiences and simply focusing on how competitive these athletes are.
https://www.adweek.com/creativity/international-wheelchair-rugby-foundation-rebrands-with-an-ad-that-doesnt-want-to-inspire/
