Superhuman

Question 1

What companies produced the advert for the 2020 paralympics?

Answer 1

Channel 4’s in house creative agency 4Creative, Serial Pictures and Somesuch (a global production company)

Question 2

What olympics was the advert ‘Super.Human’ created for?

Answer 2

Tokyo 2020 Paralympics

Question 3

Compassion fatigue

Answer 3

Feeling tired and helpless after hearing about other people’s struggles

Question 4

How does Super.human relate to Channel 4’s ethos?

Answer 4

Giving a voice to those who are not usually represented positively in other areas of the media

Question 5

% of viewers of Super.Human that felt the coverage of the paralympics had a positive impact on their perception of disabled people?

Answer 5

65

Question 6

% of viewers of Super.Human that agreed disabled athletes were as talented as able-bodied athletes?

Answer 6

82

Question 7

Target audience of Super.Human?

Answer 7

16-34, fans of sport, desire to see more inclusive representations (reformers?)

Question 8

Channel 4 remit quote that applies to reformer target audience?

Answer 8

‘appeals to the tastes and interests of a culturally diverse society’

Question 9

What is the unique selling point of Super.Human advert?

Answer 9

‘showing’ of athletes stories, no voice over, just realistic portrayal of athletes lives.

Question 10

How many people watched the 2020 Paralympics in the UK?

Answer 10

33%

Question 11

How many people saw the marketing campaign in the UK?

Answer 11

81%