The individual athletes’ stories were so powerful they didn’t need adornment – they just needed to be told. We did this by capturing some of our key athletes in their workout environment, demonstrating their self-belief and steely determination in as raw a fashion as possible. Belief is at the core of every Paralympic athlete, so asking our audience to show a little belief too, made the creative relevant and the ask achievable.

Reaching Sochi was just the starting point. This was about creating a platform that could extend to Rio 2016. Yet the campaign not only met its launch target, it was exceeded by almost 50%. The campaign also attracted the younger, more socially aware audience they were looking for, with 75% of site visitation new users. It was the first time the organisation had ever achieved national trending status on social media and the level of media coverage outside an actual Paralympic event was unprecedented. Even corporate sponsors got on board, with Qantas leveraging the campaign to generate more donations.