#WeThe15 is a new inclusivity movement for people with disabilities. Created in partnership with the International Paralympic Committee, the global campaign is setting out to become the world’s biggest ever human rights movement.
The movement takes its name from the 15% of the global population who have a disability: they are the world’s largest marginalised group, and all too often forgotten when inclusivity is discussed. For these 1.2bn people, access to basic rights such as healthcare, education and employment, are at best limited and at worst non-existent, making it harder for people with disabilities to live, work, thrive, or simply survive.
Twenty organisations (including the UN, UNESCO and the International Disability Alliance) have joined forces to back the campaign devised by adam&eveDDB with a supporting identity designed by Harry Pearce and team at Pentagram.
The identity for #WeThe15 includes a wordmark, a symbol, and sonic branding by fellow Pentagram partner Yuri Suzuki. The wordmark echoes the hashtag (to ensure maximum visibility across social media) and the symbol is a clear visual representation of what the percentage actually looks like. Throughout the Paralympic Games, athletes will wear temporary tattoos made from the #WeThe15 symbol.
The sonic branding created by Yuri Suzuki and team features several techniques that allow the identity to be experienced by the hearing impaired. The DNA rhythmically spells out “We The 15” and is easy to sing, through use of close intervals. The DNA is arranged chordally across three octaves so that people with different hearing loss can still hear the fundamental tone and structure of the sound. The ident is also monophonic, allowing those users with hearing impairments not to lose any of the sonic information that can often be lost in stereo.
A vibrant shade of purple was chosen for the identity as this represents the international colour of disability. Following on from this, 90 iconic global landmarks will be illuminated in purple light including the Elysee Palace, Paris; Niagara Falls; Austrian Parliament; Empire State Building; CN Tower, Toronto; Colosseum, Rome; Rainbow Bridge, Tokyo, Edinburgh Castle, Houses of Parliament and the London Eye.
To coincide with this, big screens across the UK (including Piccadilly Circus in London) will launch the campaign. In addition to this, a short film created by adam&eveDDB which introduces the campaign will be broadcast for the first time at the Paralympics 2020 opening ceremony in Tokyo.
Watch the WeThe15 film by adam&eveDDB here.