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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.
The campaign kicked off on Aug. 17 to introduce a new name and visual identity for the former International Wheelchair Rugby Federation. A 90-second spot shows a man watching Team Canada’s two-time Paralympian Zak “The Kid” Madell play and deciding to train to become a wheelchair rugby player himself.