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Toyota has launched a TV, VOD and social media campaign for Parasport that turns the spotlight of dramatic sports ads onto an everyday cast of disabled people, treating what happens in a local leisure centre with a reverence usually reserved for the elite few.

Aiming to prioritise accessibility, the campaign is a visually simple TV spot that is available with audio description for those with sight impairments. Big type and clear visuals have been used on social media to maximise the accessibility of the campaign.

The & Partnership worked closely with ParalympicsGB on the development of the campaign to get the right message and tone across.