‘Differently abled’: new Paris exhibition reveals how attitudes to paralympic sport have changed
Soon after the closing of the London 2012 Olympic Games, Channel 4 began promoting its Paralympic coverage with the strapline: “Thanks for the warm-up”. It followed up with its biggest ever marketing campaign, “Meet the Superhumans”, that garnered critical acclaim. The Paralympics were beamed to more than 100 countries, eventually drawing 3.8 billion viewers. At the closing ceremony …