The 2012 Paralympics campaign idea was formed by CONFLICT with society’s view of people having a disability, reframing that as a superpower/cybernetic enhancent rather than traditional charity “sympathy-porn”. It was linked to the PROMINENCE of the 2012 Olympics and sought to change deeply held views – traditionally the Paralympics was seen as an afterthought or not as good as the “real” Olympics, with people actually asking “is that still going on?” or “is that the Special-Olympics?” (with all the negative associations of special as a derogatory phrase). It changed the entire UK culture and language around people with disabilities in the media and wider culture.