The International Paralympic Committee wanted a new global human rights movement.

We realised that disabled people only got attention once every four years, and only then as overachieving athletes. I saw that culture only looks at people with disabilities through 2 lenses: pity or pedestals.

The reality is there’s a huge 15% of us in the middle just wanting the same lives as everyone else.

My creative proposition - Unspecial - is a celebration of the mundane similarities, rejecting the division of 'us' and 'them'. I co-wrote the script, social plan, 10 year objectives and KPIs and managed a complex stakeholder set of the UN, World Bank, WHO and International Disability Alliance.