FleishmanHillard and adam&eveDDB

Client: International Paralympic Committee

In an unforgettable year, one number stole attention away from the ubiquitous '2020'... and that number was '15'. Spearheaded by the International Paralympic Committee and International Disability Alliance, WeThe15 aims to advance the lives of the 1.2bn persons with disabilities – 15% of the world.

Harnessing sport’s ability to engage global audiences, it launched around the Tokyo 2020 Paralympics reaching 80% of the world’s population and achieving 21% awareness within just three weeks. For the first time, it brought together a coalition of global organisations generating 3,000+ pieces of media coverage, 2.5bn impressions on Twitter and 9.5m interactions across social media.