Target Victory
To challenge workplace stereotypes around disability, Target Victory launched a bold, two-phase campaign spotlighting the strength and determination of para-athletes, reframing perceptions through the lens of the Paralympic Games.
The Challenge
Breaking workplace biases around disability
Despite progress, stereotypes still limit professional opportunities for people with disabilities. Ahead of the Paralympics, Target Victory wanted to confront these perceptions by showcasing para-athletes’ exceptional resilience and capabilities, both on and off the field.
The Solution
A provocative job ad that reframed disability
In partnership with Serviceplan and Fetch, Target Victory launched "The Impossible Job Ad":
- Phase 1 – Teasing: A cryptic LinkedIn listing described an intense, unpaid, high-pressure role, generating buzz and curiosity.
- Phase 2 – Reveal: The role was revealed to reflect the daily reality of para-athletes. The campaign spotlighted their discipline, balance, and strength, redefining public perceptions and proving that disability is no barrier to excellence.