The International Paralympic Committee wanted to mark the launch of the Tokyo Paralympics with something different. Something for all people with disabilities, not just athletes. And #WeThe15 was born.
From a wonky pie chart scribbled on a piece of paper, #WeThe15 became the largest disability rights movement in history, backed by some of the world’s largest organisations, including Google, Facebook, Twitter, Intel, BP, the United Nations and the World Bank.
#WeThe15
The International Paralympic Committee
We started with a symbol.
Simple and accessible enough to be used by anyone, anywhere.
Then we lit up the world.
225 landmarks in 6 continents, to be exact.
Some kind souls lent us Times Square and Piccadilly Circus.
Then we showed the world just how common disability is.
All with zero media budget.
We completely took over the Paralympics opening ceremony.
Then athletes took our symbol and ran, swam, and rode with it.
We were backed by the world’s biggest companies.
Including Intel, BP, Twitter, Facebook, Coca-Cola, Google, and more.
And championed by the most influential people on earth.
The results?
80% of the planet reached.
The biggest human rights campaign for people with disabilities in history.
An independent foundation established, with a 10-year mandate for change.