Channel 4's 'We're The Superhumans' Heading To Cinema Screenings For Hearing Impaired

Channel 4 has claimed a U.K. first by broadcasting a subtitled and signed version of its "We're the superhumans" ad at dedicated cinema screenings for hearing impaired people, according to Omar Oakes of CAMPAIGN LIVE. The move comes as Channel 4 launches the next phase of its "Superhumans" campaign, which "also features posters accompanied by audio commentary" of Paralympians winning Gold at London 2012. The cinema ad will "display subtitles and be British sign language interpreted in dedicated screenings for hard of hearing people." The spot was "produced with support from the charity Action on Hearing Loss." Meanwhile, outdoor ads on city bus shelters will "feature images of Paralympics GB leading athletes Ellie Simmonds, Richard Whitehead and David Weir." Facebook content has also been created that "incorporates the social media platform’s audio assisted technology tool by providing audio description of the video for people with sight loss." The ads have been created by 4Creative, Channel 4’s in-house agency, with media handled by OMD UK (CAMPAIGN LIVE, 9/5).

ODE TO PARALYMPICS: RADIO TIMES' Ellie Harrison reported James Corden has "delivered an ode like no other" to mark the start of the Rio 2016 Paralympic Games. In a film made by Channel 4, Corden "recites a poem exploring the historical roots of the Paralympic Games and remembering London 2012, all while building anticipation for the Games." The film harks back to 1948, to "the pioneers, the Para-neers, on a hospital lawn," when the Games began as a rehabilitation program for British war veterans with spinal injuries at Stoke Mandeville. The film sums up everything the Games are about -- "victory, struggle, emotion, euphoria" -- and in the words of Corden, “Paras, the stage is yours” (RADIO TIMES, 9/3).