Superhuman Flashcards
What companies produced the advert for the 2020 paralympics?
Channel 4’s in house creative agency 4Creative, Serial Pictures and Somesuch (a global production company)
What olympics was the advert ‘Super.Human’ created for?
Tokyo 2020 Paralympics
Compassion fatigue
Feeling tired and helpless after hearing about other people’s struggles
How does Super.human relate to Channel 4’s ethos?
Giving a voice to those who are not usually represented positively in other areas of the media
% of viewers of Super.Human that felt the coverage of the paralympics had a positive impact on their perception of disabled people?
65
% of viewers of Super.Human that agreed disabled athletes were as talented as able-bodied athletes?
82
Target audience of Super.Human?
16-34, fans of sport, desire to see more inclusive representations (reformers?)
Channel 4 remit quote that applies to reformer target audience?
‘appeals to the tastes and interests of a culturally diverse society’
What is the unique selling point of Super.Human advert?
‘showing’ of athletes stories, no voice over, just realistic portrayal of athletes lives.
How many people watched the 2020 Paralympics in the UK?
33%
How many people saw the marketing campaign in the UK?
81%