The Right Way to Build Brand Love by Hopping on Viral Trends

The Paralympics’ lighthearted TikToks contrast the industry's conventional disability content 

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Richard Fox is not interested in contributing to the internet’s abundance of “inspiration porn.” As a former Paralympic athlete and a digital media coordinator at the Paralympics, Fox is playing into TikTok culture to drive a social movement forward. 


Blind swimmers getting bopped. 💥

♬ original sound – Brady

“I wanted to showcase people with disabilities doing sport but in a different way,” Fox said, stressing that audiences often treat these athletes differently and view them as inspirational for merely existing.



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