adam&eveDDB | IPC

Unexpected: Together with the International Paralympic Committee (IPC), adam&eveDDB launched WeThe15 – a decade-long global campaign that set out to become the world’s biggest ever human rights movement for the 1.2 billion person’s with disabilities.

To launch the movement, 225 global landmarks were lit purple, the largest coalition of organisations and brands united in solidarity for the cause, and a striking campaign film was played at the Paralympic Opening Ceremony, reaching 250m people instantly.

Works: WeThe15 is forcing the world to take notice of the 15% who are demanding to be recognised as nothing other than ‘ordinary’.

Zero media budget, 6.7bn people reached, 15% of humanity united for the first time.