• by Fern Siegel , August 27, 2024

The Paris 2024 Paralympic Games runs August 28-September 8. And its athletes have a message for the public.

Swipe left on the post of 24 athletes and the message reads: “I won’t be participating at the Paris 2024 Paralympic Games.” “I will be competing.” 

That theme is the focus of adam&eveDDB's “They're not playing games” social campaign. The strategy hopes to kick-start a conversation around the language that separates Olympic athletes from Paralympians.

All are at the games due to extraordinary skill and drive. They aren't just taking part in a sport.

The social-media assets began two weeks before the opening ceremony. Once the games begin, the campaign is supported by DOOH in the U.S., the U.K., in partnership with Clear Channel, and Paris, in partnership with re-mind PHD Paris.

Among the athletes taking part to date are Jessica Long (USA), who has won 29 Paralympic medals, including 16 golds; Bebe Vio (Italy), gold-medal winning wheelchair fencer; gold medal-winning javelin thrower Manasi Joshi (India); silver medal-winning table tennis player Bhavinaben Patel (India); and sprinter Marissa Papaconstantinou (Canada), who won bronze in the 100m at the Tokyo 2020 Paralympic Games. Ambra Sabatini, Veronica Plebani, Donato Telesca, Jessical Long and Nick Mayhugh are also posting.

The spot “The Paralympic Dream” also displays their athleticism and competition.

Craig Spence, chief brand and communications officer at the International Paralympic Committee, said: “At Paris 2024, it’s time we set the record straight.”