As official UK Paralympics broadcaster, Channel 4 has been busy drumming up coverage with a smart out of home campaign.
The posters are a twist on the social etiquette children learn from a young age – that it’s rude to stare.
Considering Paralympians need the nation’s support, the clever copy tells them to do the total opposite, championing the athletes competing later this month.
The posters are in line with this year’s ‘Superhuman’ campaign, which plays on the premise that to be a Paralympian, there’s got to be something wrong with you.
Brilliant campaign that has won loads of positive commentary as a result.