• by Steve McClellan  @mp_mcclellan, May 9, 2016

In the lead-up to the Brazil Olympics, FCB Lisbon has launched a new campaign promoting the Paralympic games. It is designed to address the prejudice that exists in Portugal toward Paralympians.

It’s called #NoPity2016 and it encourages Portuguese citizens to support Paralympic athletes who will be representing the country.

The campaign is running on YouTube and other social network channels. The core component is three ads that feature Paralympic athletes who overcome physical challenges key to their competing in their sports.

"FCB Lisbon is committed to raising awareness and support of Paralympic sports and Paralympic athletes, who are, in every sense, true athletes, in Portugal,” said Edson Athayde, CEO and Chief Creative Officer FCB Lisbon. “We have supported this cause for years, and we expect 2016 to be the moment when people's perception about this issue changes.”

In part, the campaign is designed to reinforce the message that Paralympic athletes do not want pity. They do, however, want attention.

Since 1972, Paralympians representing Portugal have won 88 medals, including 25 Gold, 31 Silver, and 35 Bronze.The ads can be seen here, here and here.