adam&eveDDB is supporting the International Paralympic Committee (IPC) and multiple international organisations to launch a decade-long global campaign that sets out to become the world’s biggest ever human rights movement for the world’s 1.2 billion persons with disabilities.

The movement, #WeThe15, takes its name from the 15% of the global population who have a disability: the world’s largest marginalised group forgotten by the inclusivity agenda. For these 1.2 billion people, access to basic human rights such as healthcare, education and employment, are at best limited and at worst non-existent, making it harder for people with disabilities to live, work, thrive, or even survive.

Spearheaded by the IPC and International Disability Alliance, #WeThe15 sees the largest-ever coalition of organisations unite behind this cause – 20 in total, including UN Human Rights, UNESCO, Special Olympics, and The Valuable 500 – with the goal of putting people with disabilities at the heart of the inclusivity agenda.
The campaign by adam&eveDDB is supported by an identity developed by Pentagram, a film by Pulse Films (and director Sam Pilling), and PR handled by FleishmanHillard, Porter Novelli and Portland. It launches on Thursday 19 August, five days before the Tokyo 2020 Paralympics begin. The Paralympics mark just the start of a 10-year drive for human rights-based progress for the 15%.

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