WETHE15 CAMPAIGN

WeThe15 aspires to be the biggest human rights movement to represent the world’s 1.2 billion persons with disabilities.

Launched ahead of the Tokyo 2020 Paralympics, WeThe15 aims to end discrimination towards persons with disabilities and act as a global movement publicly campaigning for disability visibility, accessibility, and inclusion.

Objectives:

• Create a movement to represent the world’s 1.2 billion persons with disabilities
• Unite international organisations and businesses behind a global human rights movement for change
• Increase global awareness that 15% of the world’s population has a disability
• Place persons with disabilities at the heart of the inclusion agenda
• Maximise impact through partnerships and value in kind support

Strategic Considerations:

The IPC brought together 20 international organisations spanning sport, human rights, civil society, business, to support WeThe15.

Using the Tokyo 2020 Paralympics as a hook, the campaign launched with a targeted media relations push in 9 countries, a TV campaign in 60 countries, and a comprehensive digital media and influencer programme.

The main touchpoints of the launch were:

• Creation of a WeThe15 identity representing the world’s 15% with disabilities
• Media coverage secured through press packs and several spokespeople for interview
• Production of a 90-second hard hitting campaign film that was promoted across digital platforms and global TV stations free of charge
• Promotional partnerships with Facebook, Twitter, Google and TikTok and commercial partners
• Widespread political support from world leaders including the UN Deputy Secretary General, UNESCO Director General, UN High Commissioner for Human Rights and Prince Harry

Results:

• Earned media coverage reached 6.2 billion people, equivalent to 80% of the global population
• #WeThe15 had 2.5 billion impressions on Twitter
• 876 million views for #DisabilityAwareness on TikTok
• 750 million people viewed the campaign film across TV and digital media
• 5 million interactions of #WeThe15 content across Facebook and Instagram
• 225 global iconic landmarks in 70 countries, including Time Square in New York, London’s Picadilly Circus and Tokyo’s Skytree, illuminated purple