This live online session with Nigel G Honey explores how authentic storytelling can reframe disability in advertising and beyond.
Drawing on his experience working on the Paralympics and across the film and TV industry, Nigel will show how moving away from the “superhuman” stereotype towards celebrating real achievements reshaped audience engagement.
At London 2012, Channel 4’s fresh approach to Paralympic coverage drove record interest, with 11.2 million viewers tuning in to the opening ceremony and a lasting boost in audience connection.
This success highlighted a powerful lesson: when disabled athletes are presented as people first competitors, achievers, role models audiences respond with respect, curiosity, and loyalty.
In this session, Nigel will connect these insights to wider branding and marketing strategies, offering practical ways companies in all sectors can adopt inclusive storytelling that engages diverse audiences, strengthens brand trust, and drives measurable results.
You’ll learn:
- How to create content that engages both disabled and non-disabled audiences.
- Why accessibility in video formats (YouTube, TikTok, Reels) is a business advantage.
- The impact of reframing disability narratives in media.
- Practical tips for creators.
Perfect for:
- Brands interested in diverse representation
