Channel 4 Launches OOH Phase Of ‘It’s Rude Not To Stare’ Paralympics Promotion

After the crowd-free, Covid-delayed Olympic Games, the Tokyo 2020 Paralympics will begin on 24 August and to promote its UK broadcast coverage Channel 4 rolled out an outdoor campaign supporting its earlier ‘Super. Human’ television work called ‘It’s Rude Not To Stare’.

Developed in-house by 4Creative, the poster and billboard campaign offers a Games’ related twist on the social etiquette rule taught to young children around the world – it’s rude to stare. Reversing the norm to drive support for Team GN in particular and for the Tokyo 2020 Paralympics in general, the copy instructs viewers to do the exact opposite.

With the ads all stating that it is ‘Rude Not To Stare’.

The yellow and black creative champions the para-athletes competing in Japan and seeks to raise awareness of Channel 4’s Paralympic coverage.

The OOH executions link to the broadcaster’s ‘super. human’ campaign which plays on the premise that ‘to be a Paralympian, there’s got to be something wrong with you’. Which is a reversal of previous Channel 4 campaigns which have focused on the superhuman ability of Paralympians.

‘It’s Rude Not To Stare’ – a smart copy twist on a familiar phrase champions the brilliant athletes competing in the Paralympic Games

– #channel4 pic.twitter.com/BxSZlaRYVq

— Famous Campaigns (@famouscampaigns) August 13, 2021

“We spotted an opportunity to present Paralympians in a way they hadn’t been shown before – by pointing a camera at the realities of their lives and, as with any elite athlete, the sacrifices they make in pursuit of greatness,” explains Lynsey Atkin, 4Creative’s exec creative director, on capturing the blood, sweat, sacrifices and dedication it takes.

Comment:

There are echoes here of IPC and Team USA partner Citi’s ‘Stare At Greatness’ Paralympic campaign launched in late June 20221.