International Wheelchair Rugby Foundation Rebrands With an Ad That Doesn't Want to Inspire

A gritty short film shirks the tropes that haunt stories about disability

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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.

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