FCB Lisbon Launches #NoPity2016 to Support Paralympic Athletes

With the Brazil Olympics only months away, FCB Lisbon has launched a new campaign called “#NoPity2016.” The campaign is meant to encourage the people of Portugal to support Portuguese Paralympic athletes, who often face prejudice. The campaign reinforces the message that Paralympic athletes don’t want pity. The campaign has three ads – “Train With Me,” “Stronger Than Fiber” and “The Most Difficult Sport,” which are running on social channels and YouTube.

"FCB Lisbon is committed to raising awareness and support of Paralympic sports and Paralympic athletes, who are, in every sense, true athletes, in Portugal,” said Edson Athayde, CEO and Chief Creative Officer of FCB Lisbon. “We have supported this cause for years, and we expect 2016 to be the moment when people's perceptions about this issue begin to change.”

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