​Shining a light on the world’s largest marginalised group, #WeThe15 brings together the largest coalition of organisations behind this cause. Launching live in front of 250 million people at the Tokyo 2020 Paralympics Opening Ceremony, Paralympians will sport the campaign’s symbol as temporary tattoos.  The aim, to bring the 15% (that’s 1.2 billion people!) that live with disability to the forefront of the inclusivity agenda. 

​Directed by Sam Pilling and created by adam&eveDDB for the International Paralympics Committee, the campaign sets out to shift the narrative around people with disabilities away from one in which they are either stereotyped as objects of pity, or put on a pedestal in order to emphasise that disability is not an “other” - it is humanity.​