Channel 4 launches Paralympics promotion and ‘Freaks of Nature’ campaign
Channel 4 is marking the two years until the Paralympic Games opening ceremony with a series of special programmes, along with a two-year multimillion-pound campaign promoting its coverage of the games, called ‘Freaks of Nature’.
Julian Bellamy, Channel 4’s acting chief creative officer, has said that the 2012 event will be “biggest event in Channel 4’s history”.
“We believe we can do for the Paralympics what we did for cricket. More than ever before, I believe Channel 4 can do something different and special,” he added.
This August bank holiday weekend, Channel 4 will run programmes promoting the Paralympic Games. This includes That Paralympic Show, which will be hosted by Rick Edwards of T4 fame, and Ade Adepitan, a disabled broadcaster and wheelchair basketball medallist. It will also feature special guests such as Alex Reid, and regular features such as ‘Pimp my Chair’.
Other programmes due to be shown include a documentary called Inside Incredible Athletes, which features seven disabled London athletes. Additionally, that weekend’s T4, hosted by Steve Jones and Miquita Oliver, will be hosted from a house near to the Paralympics GB training camp.
The channel is also launching a £500,000 search for British disabled talent, to contribute as presenters and commentators during the Paralympics, aiming for disabled presenters to make up half of its Paralympics team.
Adepitan said he did not know why there was an absence of disabled presenters: “I don’t think there’s any particular reason why, but Channel 4 is doing their utmost to find the best talent to portray the Paralympics.”
The ‘Freaks of Nature’ campaign, launching on Sunday, aims to continue the promotion of the Paralympic Games, and make household names out of disabled athletes.
Bellamy stated that research shows 84% of the public could not name a single British Paralympian, despite Britain coming second in the medals table in last Games. The campaign is “trying to dramatically change that lack of awareness”, he said.
According to Channel 4’s head of marketing, Rufus Radcliffe, the campaign would be the channel’s biggest ever. It launches with promos next week, featuring five disabled athletes talking about their abilities, and will have full-page adverts in the press over the August bank holiday weekend.
Bellamy, added: “The Freaks of Nature marketing trail is part of a bold campaign that portrays Paralympians as Channel 4 feels they should be seen – supremely talented athletes who, like their able bodies sporting counterparts, are set apart from the rest of us by their staggering ability, not their disability.
“And this reflects our ambitions for our coverage of the London 2012 Paralympic Games themselves – encouraging viewers to focus on the awe-inspiring ability on display throughout.”
Channel 4 won the rights to air the Paralympic Games earlier this year, and Bellamy has confirmed that, apart from programmes such as the news, the channel’s schedule will be cleared for 150 hours of live coverage of the Paralympics, running from 29 August to 9 September 2012.