# Compassion Through Sports Handicapped Athlete Ads Illustrate Wheelchair Reality By Vincent Salera | Published 2009-02-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/compassion-through-sports-handicapped-athletes-ad-show-reality References: [adsoftheworld](http://adsoftheworld.com/media/print/add_stairs_1) Allowing people to see and feel what it’s like everyday for [people in wheelchairs](https://www.trendhunter.com/trends/mobility-ethiopia) is exactly what these two ads accomplish. The ads will surely encourage people to [sponsor handicapped athletes](https://www.trendhunter.com/trends/american-council-of-the-blind) in Brazil, or any other country for that matter. These very [creative ads](https://www.trendhunter.com/trends/accessible-customer-service) were created by advertising agency Age., São Paulo, Brazil with creative direction by Carlos Domingos, Henrique Mattos and Rodrigo Cabello. The copy was written by Alexandre Leão and photography by Rogério Alonso. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 10% | Activity: 28% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Inclusive Advertising:** Creating ads that depict the realities of people with disabilities can foster compassion and encourage support for disabled athletes. - **Empathy Marketing:** Using emotional storytelling in advertisements can generate empathy and drive people to take action in supporting causes. - **Accessible Sponsorship:** Promoting sponsorship opportunities for handicapped athletes can help provide them with the necessary resources to participate in sports. ### Who This Affects Most - **Advertising:** The advertising industry can leverage inclusive advertising strategies to connect with diverse audiences and promote social responsibility. - **Sports:** The sports industry can explore ways to make sports more inclusive and create opportunities for disabled athletes to participate. - **Nonprofit:** Nonprofit organizations can cultivate support and sponsorship for handicapped athletes through targeted marketing campaigns and awareness initiatives. ## Related on Trend Hunter - [Upgraded Adaptive Sports Components](https://www.trendhunter.com/trends/paralympic-games.md) - [Inclusive Marathon Campaigns](https://www.trendhunter.com/trends/runner-321.md) - [Inclusive Adaptive Basketball Uniforms](https://www.trendhunter.com/trends/adaptive-sports-northwest.md) - [Paralympic Dual-Focused Promotional Campaigns](https://www.trendhunter.com/trends/canadian-paralympic-committees.md) - [Disability Awareness Campaigns](https://www.trendhunter.com/trends/thats-my-easterseals.md) - [Accessible Sportswear Campaigns](https://www.trendhunter.com/trends/accessible-sportswear.md) - [Inclusive Driving Campaigns](https://www.trendhunter.com/trends/inclusive-driving-campaign.md) - [Playful Tomato Athletes](https://www.trendhunter.com/trends/national-games-campaign.md) - [Accessibility-Centered Ads](https://www.trendhunter.com/trends/apples-holiday-ad.md)