The human spirit has always been a source of inspiration, but few embody it more powerfully than para-athletes. These incredible individuals push the boundaries of what we thought possible, proving that mental and physical strength know no limits.
While many of us might wish we could match their athletic prowess, it’s their drive and determination that truly set them apart. Their strength isn’t just physical — it’s a deep mental fortitude that inspires everyone around them.
Respect is essential, and we should never underestimate anyone we meet, because you never know who you might come across. Often, we’re familiar with the big names from the Olympics, but athletes from the Paralympics — the games that welcome athletes considered “handicapped” by society — are not always as well-known. That was the idea behind the 2016 Paralympic Games ad campaign, which set out to challenge perceptions.
The team behind the campaign sent Luciano Dantas, Vinicius Rodrigues, and Lucia Teixeira into gyms across Rio, where they set up hidden cameras to capture the reactions of gym-goers.
At first, the athletes were met with curiosity and even skepticism, but as soon as they began performing, the reactions changed. They vastly outperformed the able-bodied gym-goers, proving that true strength comes from within.
The campaign not only surprised the onlookers but also changed many opinions about what it means to be a para-athlete—including my own. It was a powerful reminder of the strength and spirit that lies within every individual, regardless of their circumstances.
