#NoPity2016 is a new campaign that encourages the Portuguese people to support the Paralympic athletes who will be representing Portugal at the 2016 Rio Summer Paralympics (9/7-9/18). There are three main ads (see below), and each one features a real-life Paralympic overcoming a physical challenge that is vital to their winning and participation in the sport. The hashtag #NoPity2016 was developed to call attention to the fact that Paralympic athletes are full athletes, and people should not feel sorry for them. Paralympic sports are still relatively new in Portugal, and there is currently still a lot of prejudice. The hashtag helps tell people that Paralympic athletes do not want pity – they want attention. (Since 1972, across nine editions of The Paralympic Games, these athletes have brought back to Portugal 88 medals, of which 25 were Gold, 31 Silver, and 35 Bronze.)CreditsCreative Director: Edson Athayde, Luis Silva DiasArt Director: Ian GuimaraesCopywriter: Victor AfonsoAdditional Credits: Film Company: BroDirector: Mario PatrocinioAccount Executive: Sonia Goncalves