Transforming prejudice into a strong message of demand.

#NoPity2016 was a campaign that encouraged the Portuguese to support the Paralympic athletes who represented Portugal at the Rio 2016 Paralympic Games. Paralympic sports are still relatively new in Portugal, and there is still a lot of prejudice.

The hashtag #NoPity2016 was developed to highlight that Paralympic athletes are total athletes; people should not feel sorry for them. The hashtag helped to tell people that Paralympic athletes do not want pity – they want attention.


Agency: FCB Lisboa
CCO: Luís Silva Dias
Creative Director: Edson Athayde
Senior Art Director: Eduardo Tavares, Ian Guimarães
Senior Copywriter: Viton Araújo, Victor Afonso
Account Lead: Sonia Gonçalves
Production: BRO Cinema
Director: Mario Patrocínio