The 2024 Paralympic Games will take place in Paris from August 28 to September 8. White was the agency selected by the Paralympic Committee of Portugal (CPP) to handle the communication for Mission 2024.

The campaign “Para além de atleta” highlights the stories, motivations, ambitions, and journeys of each athlete, showcasing the duality between their competitive life and personal life. This sharing inspires the content created for the CPP’s website and social media, as well as for billboards and outdoor advertising. The main goal was to bring the Portuguese public closer to these Paralympic athletes.

White developed a creative concept that allows for personalization by associating each athlete with a word or phrase that characterizes them. The aim is to highlight each athlete’s individuality, demonstrating that, beyond being high-level sportspeople, they are ordinary individuals with lives that extend far beyond their sport.

The Mission Book for the Paralympic Games is another key component of this project. With a central concept inspired by cinema, the book tells a chronological story from 1796, with the Olympiade de la République, up to the Portuguese Mission for the Paris 2024 Games. The book’s graphic identity has also been integrated into the overall communication for the Paralympic Games by the CPP.

José Manuel Lourenço, president of the CPP, comments: “The Paris Paralympic Games are a platform to inspire future generations of athletes and another opportunity to promote the values of resilience, inclusion, and ethics. This is the spirit that characterizes all people with disabilities, especially those who dedicate part of their lives to sports.”

Filipa Montalvão, Partner at White, adds: “This is the kind of work that puts a smile on our faces. It’s special for us, as an agency, to have a dual opportunity—to support such important values and to create the flagship communication for our Mission 2024.”