CAMPAIGN TOOLKIT
Click here for all WeThe15 campaign toolkits - Including accessible versions
1

Contents and Introduction
This toolkit outlines how partners, influencers, broadcasters, media and individuals can support the WeThe15 campaign
to start a movement for change for the one billion people in the world with a disability. The decade-long campaign will
launch on 19 August 2021 at 07:00 Japanese Standard Time (JST) and the contents of this document areembargoed until then. The campaign will be a key part of the Tokyo 2020 Paralympic Games (25 August-5 Sept 2021).
In this document, you will find:Introducing the WeThe15 campaign

4

Key dates

9

How you can support

11

Asset summary

16

Film

20

Social content

22

Branded assets

29

Athletes/ Influencers / Ambassadors

34

Outdoor and press

36

Media relations

40

Purple light up

43

If you have any questions regarding thistoolkit, please email hello@wethe15.org.

Embargoed until 19 August 2021
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People with a disability are 15% of our world.
They are part of human diversity,
not an abnormality.

Photo credits:
Canva
Disabled and Here
Invictus Games Foundation

Introducing WeThe15
WeThe15 aims to be the biggest ever human rights
movement to end discrimination against persons withdisabilities and transform the lives of the 1.2 billion people
in the world with a disability – that’s 15% of the whole world.
The WeThe15 symbol represents a world where 15% are nolonger marginalised.
The WeThe15 campaign aims to unite every community in theworld to start a movement for change.
Purple has long been associated with the disability community,
but this will be the first time a vibrant, positive and highly visible
symbol exists that can unite the community and call for
actionable change.

Twitter / Instagram: @WeThe15, LinkedIN Group
Website: www.WeThe15.org – sign up to our newsletter for
updates on the campaign
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CONFIDENTIAL
We encourage you to share this toolkit with your internal
stakeholders and partners (e.g. via email) so thattogether we can make a global impact on
19 August 2021.
but Please do not publish publicly OR online.

Key Messages• Persons with disabilities are 15% of our world. They are part ofhuman diversity.
• WeThe15 aspires to be the biggest ever human rights movement torepresent and transform the lives of the world’s 1.2 billion persons
with disabilities.
• WeThe15 will put disability right at the heart of the inclusion agenda,
alongside ethnicity, gender and sexual orientation.
• Over the next decade, WeThe15 aims to end discrimination towards
persons with disabilities and act as a global movement publicly
campaigning for disability visibility, accessibility, and inclusion.
• WeThe15 brings together the biggest coalition ever of internationalorganisations from the worlds of sport, human rights, policy, business,
arts, and entertainment.
• The WeThe15 organisations will work with governments, businesses,
and the public over the next decade to initiate change for the world’s
largest marginalised group who make up 15% of the global
population.
• Everyone can play a part in creating change.
Please consider incorporating these messages in your social
media posts and other publications.
6Creating change for the world’s largest
marginalised group
WeThe15 will raise awareness, change attitudes andcreate more opportunities, as well as improveaccessibility by:• Putting persons with disabilities at the heart of thediversity and inclusion agenda.
• Implementing a range of activities over the next
decade to drive social inclusion for persons withdisabilities.
• Breaking down societal and systemic barriers thatare preventing persons with disabilities from fulfilling
their potential and being active members of society.
• Ensuring greater awareness, visibility, andrepresentation of persons with disabilities.

The global movement will publicly campaign fordisability visibility, inclusion and accessibility
over the next decade.
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Overview of WeThe15 campaign partners
WeThe15 brings together the largest ever coalition of international organisations from the world of sport, human rights,
policy, business, culture and entertainment to initiate change for the world’s largest marginalised group. Click here for an
overview of their online and social media channels.
You can find out more about the campaign in this promotional video: Introduction to WeThe15. NB: The video is unlisted
and the link should not be shared publicly before 19 August.

8

KEY DATES

9Key dates for campaign launch
19
AUGUST

24
AUGUST

24 AUG –5 SEPT

5
SEPTEMBER

Big launch moment
The campaign
launches to the world
at 07:00 JST. The
campaign film, social
media content symbol
and #WeThe15 areshared across allchannels by the
movement’s many
supporters.

Opening Ceremony
WeThe15 has adedicated segment in
the Tokyo 2020
Paralympic
Games Opening
Ceremony. IPC
President Andrew
Parsons will introduce
the campaign film to a
global audience of
250m people watching
the event.

Paralympics begin
Endorsements
continue fromcelebrities,
Paralympians,
and influencers. The
movement continues
to grow online.

Closing Ceremony Post Paralympics
A dedicated segment A 10-year program ofin the Tokyo 2020change begins.
Paralympic Games
Closing Ceremony
Educational content
further cements theand endorsements
importance of thecontinue to be shared
movement. A video from @WeThe15
message of supportsocial channels.
from leaders of theinternationalorganisations involvedin the campaign isbroadcast to 200m TV
viewers.

More than 80
landmarks around theworld are lit purple.

Digital platforms andsponsor brands add
their bespoke
campaigns to the
movement.

6 SEPTEMBER &AFTER

For a full social media content calendar of WeThe15 channels, please visit this link or view
this calendar.
CONFIDENTIAL

10HOW YOUCAN SUPPORTWETHE15

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Together, we can transform society in the next decade to fully
include the 1.2 billion people with a disability.
Together, we can write the future.
Together, we can drive a cultural shift.
Change can start in every community.
Change can start with you.
#WeThe15

Photo credits:
Canva

How you can support: Share it!
We want to reach at least half a billion people with thiscampaign within its first two weeks.
You can help us achieve this ambitious target by sharingor cross-posting the campaign activity from the@WeThe15 Twitter and Instagram channels, and@Paralympics Facebook page. This includes sharing/cross-posting the epic 90-second long campaign film
which is a loud, proud and vibrant celebration of persons
with disabilities.

An overview of assets is on p15-18 and visit
WeThe15.org for more information.

Importance of sharing/ crossposting
We will upload some assets to an ftp for you to
upload natively, but generally we encourage sharingor crossposting from @wethe15 channels because it
will leverage social proof. What is social proof?
People are more likely to watch and share a video
with more views. If we each upload the video, we
split the views.
Here is a guide to• crossposting on Facebook, allow-listing content on
Twitter, sharing Instagram feed posts in Stories.
Please contact Ryan.Hills@paralympic.org to set up
crossposting with Facebook.com/Paralympics andTwitter.com/wethe15.
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How you can support: Live it

Schedule WeThe15
campaign assets acrossall channels

Communicate campaign tointernal stakeholders andensure all relevant
departments (HR, PR,
Comms, Marketing) are on
board

Identify ambassadors &influencers who canpromote the campaign tohelp grow awareness

Identify opportunities to
update current
advertising to feature
persons with disabilities
and using the colour purple
during the Games

Create your own content
using the campaign symbolor the colour purple anduse yourbrand/power/influence tosupport the movement.

Identify what you canturn purple on 19 Aug toshow your support for the
Movement (head office,social media, website etc)

Confirm you can share
campaign film across allchannels

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How you can support: Live it
Actions beyond the launch• Remove all barriers faced by persons with disabilities• Ensure that the rights of persons with disabilities around the world are respected, protected and fulfilled• Ensure everyone within your organisation or community understands why inclusivity matters to the business, yourbrand and society.
• Talk to an Organisation of Persons With Disabilities (OPD) and find out how you can take action on a local level.
• Commit to disability inclusivity within your organisation.
• Make your communications more inclusive.
• Ensure people with disabilities can have access and participate in different ways, in person activities and using
technology• Facilitate employment of persons with disabilities, ensuring that recruitment is equitable, that reasonableaccommodations are provided, and that employees who become disabled are supported to return to work
Please visit www.wethe15.org for more information on how you can help to transform society.

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ASSET SUMMARY

16

WeThe15 campaign assets - overview
Assets are videos, photos, graphics and gifs that we want you to share.

BRANDING

CAMPAIGN FILM
& POSTERSOCIAL ASSETS

WeThe15 symbol, word mark,purple colour are available in acomprehensive visual identity
toolkit. To download the brandassets please email
brand@wethe15.org

An incredibly dynamic andunique 90s and 30s film will beavailable for broadcast TV,
online use and social media.
Alongside bold and impactful
poster assets.

WeThe15 will be unmissable
across social channels withbespoke emojis, gifs, thehashtag and uniqueeducational content.

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a full social media content calendar of WeThe15 channels,
Overview of assets For
please visit this link or view this calendar.
Asset

Languages

Accessibility

Download link

Share link

More info

Hero film (90 sec)

English with subtitles inall campaign languages*

CC (all languages) , ISL,
audio described (En)See share links

Available here
from 18 Aug.

20

Hero film (30 sec)

English with subtitles inall campaign languages*

CC (all languages) , ISL,
audio described (En)See share links

Available here
from 18 Aug.

20

Athlete films

See summary on this
link

CC

Athlete Films Link – from

Available here
from 18 Aug.

23

Closing
Ceremony film

English with subtitles inall campaign languages*

CC (all languages) , ISL,
audio described (En)

Closing Ceremony Link

Available here
from 5 Sept24

Educationalgraphics

all campaign languages*

Alt text in all languages

Educational graphics
Link – from 23/7 in English, all

Available here
from 19 Aug

22

n/a

37

n/a

38

12/8

languages by 5/8

Outdoor/ Press
hero creative

all campaign languages*

Alt text in all languages

Outdoor/ Press herocreative - from 23/7 inEnglish, all languages by 5/8

Outdoor / Press
takeoverall campaign languages*

Alt text in all languages

Outdoor / Press
takeover - from 23/7 inEnglish, all languages by 5/8*English, French, Spanish, Portuguese, Italian, Russian, Chinese, Japanese, Hindi, Arabic
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Overview of assets

For a full social media content calendar of WeThe15 channels,
please visit this link or view this calendar.

Asset

Download link

Share link

More info

Gifs

GIFs Link

Available here from 19 Aug.

29

Stickers

n/aAvailable here from 19 Aug.

29

Filtersn/a

Available here from 19 Aug.

30

Profile Picture

Profile Picture Link

Facebook (from 19 Aug)
Twitter (from 19 Aug)

32

Cover photos

Cover Photos Link

n/a

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Website banners

Website banners link – available from 30 July in En

n/a

and 5 Aug in all campaign langauges

Desktop and video callbackgrounds

Desktop and video call backgrounds linkn/aRights free images, including
images of landmarks

Rights free images linkn/a

WeThe15 brand guidelines

Guidelines link – contact
brand@wethe15.org for brand assets

n/a

29

19

CAMPAIGN LAUNCH FILM

20

Campaign Launch Film
We want half a billion people to watch our campaign launch film
within the first month of WeThe15.
Please share this film across all of your channels and create as
many opportunities as possible for people to watch it. Whether
this is donating media budget to allow the spot to run on TV, or
pushing support of it online, we appreciate all support.
Assets available in English:
Hero 90” Film
Broadcast suitable 90” Film
Broadcast suitable 30” Film
Gifs and social media cut-downs
This overview includes links to where the film can be shared from
19 Aug. The film will be shared with broadcasters via Content+.
Closed caption versions in: English, French, Spanish, Portuguese,
Italian, Russian, Chinese, Japanese, Hindi, Arabic

The WeThe15 campaign film will be created to thefollowing specification for broadcasters:•Wrapper: .mov (QuickTime)•Video Codec: ProRes422•Frame rate: 25 fps (PAL) and 29.97 fps (NTSC)•Resolution: 1920 x 1080 (HD)Signed version in international sign language. Audio describedversion in English.
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SOCIAL CONTENT

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Educational Content
This is our opportunity to make a real difference byeducating the world on what it means to have a disability
and how people can support.
We have set-up 5 x stats in Carousel formats that bust
myths and educate people.
These will all feature on our Instagram channel and fromthe 19 August can be posted or re-posted on your own
channels.
The design template and translations can be found
via this link from 23 July (English) and by 5 August (inall campaign languages).

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Athlete Films
We have a selection of short social media
films available featuring Paralympic athletes
talking about the campaign and how
important it is.
These include:● Tatyana McFadden (USA)● Brenna Huckaby (USA)● Ntandon Mahalangu (RSA)● Husnah Kukundake (UGA)● Daniel Dias (BRA)● Gustavo Fernandez (ARG)● Vinicius Rodrigues (BRA)
A full list of athletes can be found here.

Closing Ceremony film●

A special film featuring leaders of all WeThe15 foundingorganisations will play out following the IPC President's
Closing Ceremony speech at the Tokyo 2020 Paralympic
Games

●

Film will underline the ambition of WeThe15●

Film to be integrated into global feed●

Film to be available for use by broadcasters on social
media post-Closing Ceremony via OBS Content+●

IPC to distribute film to commercial partners and supporters(more info here)

Script for Closing Ceremony Film
Today we turn our attention away from sport. To the future.
Away from athletes, to the global population of persons with disabilities.
Over one billion people. 15% of the world.
WeThe15 is a global movement for change.
That says: persons with disabilities must be seen, heard, active and included.
A movement to make the world fairer, more just, and more equitable
Before the Paralympic flame is extinguished, it will pass its light to a new movement.
The world’s biggest organisations are converging to champion WeThe15.
To create policy. To build momentum.
To bring about a day where no-one is held back from achievement. Derided. Or excluded.
A day when we will look at people different from ourselves and see only our shared humanity.
Because when that day comes. We will look back on this moment and say:When the floodlights went out.
And the cameras stopped rolling.
That’s when the change began.

Podcasts
A special series of WeThe15 podcasts will be hosted
on A Winning Mindset: Lessons From The
Paralympics.

•

These conversations will feature high profile
Paralympic athletes interviewing global leaders.

•

•

•

Audio and video from the interviews is available foruse by broadcasters via OBS Content+.
These special episodes will be featured as part of amini-series of Webby and Digiday Media awardwinning podcast, A Winning Mindset, and will bepromoted by podcasting platforms.
Any promotional assets for the podcasts, will beshared here.

•

21 August 2021: USA Paralympian Anna Johannes
interviews IPC President Andrew Parsons
25 Aug 2021: Australia’s Ellie Cole & UN HighCommissioner for Human Rights Michelle Bachelet
27 Aug 2021: USA’s Tatyana McFadden & UN
Deputy Secretary General, Amina J Mohammed
28 Aug 2021: Great Britain’s Stef Reid & EU
Commissioner for Equality Helena Dalli
More to be confirmed

SOCIAL MEDIATIKTOK
From 19 August until 5 September, there will be a
#DisabilityAwareness hashtag challenge on TikTok. A fulllist of markets and hashtags will be made available here.

FACEBOOK
Together with Facebook, the IPC will launch a four-part
WeThe15 video series. More information will be available
here in due course.
A spatial audio and immersive VR/WebXR experience will
also be launched on https://www.paralympic.org/ that will
aim to change perceptions of disability through theapplication of these experiential technology.

TWITTER28

The following hashtags will create an emoji of the
WeThe15 symbol until 4 December (the day afterInternational Day for Persons with Disabilities).
Language

Wethe15 Translation

EnglishSpanishHindi
ArabicChineseJapanese
ItalianFrenchPortuguese
RussianBahasa Indonesia
KoreanGermanTagalog/Filipino

WeThe15
NosotrosEl15
हम15

Thai
Bahasa Melayu
Dutch

我们是15
私たち15
NoiIl15
NousLes15
NósOs15Мы15Процентов
KamiBer15
우리가바로15
WirDie15
Kaming15

เราคือ15
Kami15
WijDe15١٥‫نحن ال‬

BRAND ASSETS

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Useful brand assets
The WeThe15 brand guidelines are available to download here. If you would like to use the WeThe15 symbol orwordmark to create your own assets please contact brand@wethe15.org.
We have made several assets available for use to use to create your own content, including filters, Gifs, profile
picture frames and cover photos. See p 18-19 for links of where these can be downloaded. Athletes will also begiven WeThe15 temporary tattoos on arrival in Tokyo which they can wear on the field of play. You can also use
the website banners, desktop background and video call backgrounds on p19.

30

Branded filter
From 19 August, a WeThe15 Branded filter will beavailable on the following social channels:
Instagram
TikTokFacebook
Snapchat
When posting ‘to-camera’ stories on your social
channels about WeThe15, please use this filter.

31

GIFs
There will be a selection of GIFs available for use from 19 August, which you can source via Tenor and Giphy and searchwith #WeThe15. These will include the WeTh15 symbol, moments from the film as well as the WeThe15 symbol createdusing drones by Intel.

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VISUAL ADVOCACY
We’d encourage all advocates of WeThe15 to:Update your cover photo.
Change your profile picture toinclude a WeThe15 frame
Add a purple heart / #WeThe15 toyour display name.
Include #WeThe15 in your bio onsocial media

Find out where to download/ create these assets here.

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INFLUENCERS / AMBASSADORS /ATHLETES

34

INFLUENCER / AMBASSADOR OUTREACH
We would love athletes and partners’ ambassadors and influencers to support on the 19 August with what’s
possible for them from the below;• Follow @WeThe15 on Instagram & Twitter.
• Share the campaign film (launching on 19 Aug on our channels) on their social channels, linking
to the WeThe15 channels.
• Share facts and stats from the WeThe15 channels that they find interesting. (See p23)
• Include the purple heart in their profile name and use the frame on their profile picture (see p33)
• Create organic content on their social channels.
• Create content about the light-up of a landmark (see p44-46)• Talk about WeThe15 in press interviews and speaking engagements• Raise awareness using the in-channel WeThe15 symbol, GIFs, stickers, filters etc (see p30-32)
Every single person on this planet can make a difference by considering how their actions impact persons withdisabilities. Change can start in every community. Change can start with you.
A template email has been created and is available to use to engage your ambassadors and influencers Ambassador & Influencer template email

35

OUTDOOR / PRESS

36

Outdoor / Press
We are asking our partners to use the master artwork files to:
Run our outdoor/press creative (donating your media in order to make this happen)
Run our takeover concept on your existing outdoor/press creative
We have included links below to the master artwork files (full page, half page, 6 sheet, 48 sheet), along with copy options
and corresponding translations. It will be the responsibility of the partner to choose their preferred copy from the list, adapt
the artwork file accordingly and supply to press/outdoor media sites.
In terms of timings, the aim would be for this work to go live from 19 August - 6 September (the day after The Paralympics
Closing Ceremony). That being said, this is a 10 year campaign, so we would be open to running this creative at different
times depending on the feasibility for each partner.
The work should not be pushed live before campaign launch (19 August 2021).
Link to Outdoor/Press master artwork files including translations.
Link to takeover master artwork files including translations.
Files will be available from 23 July in English and by 5 August in all campaign languages.

37

Outdoor / Press – example creative(final assets uploaded Friday 23rd July)38

Outdoor / Press - example takeover(final assets uploaded Friday 23rd July)

The purple strip should be positioned
in a way that feels disruptive and eyecatching. If it looks too neat, it
becomes self-defeating.
While it is important that the brand isobvious, the strip should interfere withthe creative in order to make it
impossible to ignore.

Illustrative mock-up examples only

39MEDIA RELATIONS LAUNCH

40

The approach: earn interest, create reaction
19 August – Launching the Movement
The approach: With spokespeople and media all over the world we need a connected approach that will create
opportunities for every stakeholder on launch day.
What's happening? The first public announcement of the Movement. We aim to drive awareness of the WeThe15
campaign, global partners and the 10-year mission.
Who are we speaking to? Media, general public, disability NGOs.
What content will there be? Press release, spokesperson interviews, campaign film, campaign symbol, imagery from
Light Up.
Who are we targeting? Global news wires; broadcast, print and online; national correspondents in sports, third
sectors, health, consumer and business. News coverage is the priority, features will follow.
What’s the plan of attack? The launch will unfold globally. We want to be speaking to media in target markets fromearly morning. The engagement will start in Tokyo (the first media we will speak to) and then move to Europe/Africa,
and then finally North America.
We have key target media markets: AsiaPac – Japan/China/Australia; Europe/Africa - UK, France, Italy, Germany,
South Africa; North America – USA/Canada.
Who is speaking? A host of stakeholder spokespeople and athlets are being lined up for pre-briefings and on launchday.
41Overview of launch media approach
CAMPAIGN FILM AND LAUNCHRELEASE
Spokespeople to be pre-briefed 5 Aug.
Embargoed media pre-briefings to take place 10
Aug, and embargoed interviews on 11 Aug.
Campaign launch film and launch press release
will be sold into top tier news, social affairs,
consumer, lifestyle, sport targets under embargo
from w/c 16 Aug. Wider media will receive news
on 19 Aug.

LIVE: 07:00 JST (UTC +9) 19 Aug 2021
(to align with Tokyo announcement

LANDMARK LIGHT UP
Landmarks worldwide will light up purple atsunset on 19 August.
In order to maximise the opportunity with media,
key landmarks will be photographed in advancew/c 9 August.

LIVE: Sunset 19 Aug 2021

To support outreach, draft copy has been curated here!
Contact Philip.Doward@paralympic.org for more information

42

PURPLE LIGHT UP

43

Confirmed landmarks
To celebrate the launch of WeThe15, more than 80 iconic landmarks, spanning several countries and time-zones will lightup purple, the international colour for disability on 19 August. Please see a full list of landmarks here.
To add a landmark to the list, please contact hello@wethe15.org
Tokyo Skytree, Tokyo

Harpa, Reykjavik

Ostankinio Tower,
Moscow

Murrayfield, Edinburgh

The Colosseum, Rome

Fullerton Hotel,
SingaporeJet d’Eau, Geneva

Niagara Falls, USA &Canada

Old Walls of Jerusalem,
Jerusalem

Houses of Parliament,
LondonFNB Stadium,
Johannesburg

Kingdom Tower, Saudi
ArabiaAustrian Parliament,
ViennaYavuz Sultan Selim
Bridge, Istanbul

Petrin Lookout Tower,
PragueParis City Hall, Paris

Victoria Bridge,
Brisbane

Sky Tower, Auckland©TOKYO-SKYTREE
44

Purple landmarks

How can I support the Light Up?
1. Confirm if Head Office or other significant buildings or your digital properties

2.

3.

4.

5.
6.

(company logo, website, social media) can turn purple on 19 August. Pleasecontact hello@wethe15.org for more information.
Arrange photography of your landmark or screenshots of your digitalproperties on 19 August to be captured for issue to media and then sharethese images with the IPC team. IPC will upload all rights-free images oflandmarks here.
Connect with friendly media contacts and wider press to alert them of thenews of the campaign and the light up, under embargo. Share the press
release in this communication.
Liaise with representatives at local landmarks to share images of theilluminated buildings on their social channels to drive further reach of the lightup.
Engage with your ambassadors and influencers to create and sharelandmark content.
Post/ share landmark content across your own social channels, including#WeThe15 and @WeThe15 Twitter and Instagram channels.

Purple logos

Purple websites/ social

45Media pre-briefings
Please brief media to help secure coverage for launch day. Connect with friendly media
contacts and wider press to alert them of the news of the campaign and the light up, underembargo.
The landmark light-up will create a media moment for broadcast, picture and virtual desks
around the world. Ahead of the launch, wider media can be issued an invite to attend theirlocal light up, in order for them to capture the landmark lights turning purple on 19 August.
Media Invite can be found here.
Invite can be adapted and translated to suit local media needs.

Photo credits: Canva

46

Contact details
If you have any questions,please get in touch withhello@wethe15.org

Please visit WeThe15.org
for more information.

47