Channel 4 is offering £1m in free TV advertising space in a bid to encourage brands and creative agencies to feature people with disabilities in their advertising campaigns.

The £1million Superhumans Wanted prize will be awarded to the brand or agency which submits the strongest campaign idea – and their ad given an exclusive launch spot in the first break of the opening ceremony for the 2016 Rio Paralympics Games, on September 7th.

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The competition, unveiled at Advertising Week Europe today, is open to any brand, organisation or ad agency.

“As part of Channel 4’s year of disability we want to ensure that our commitment to better reflecting disabled people goes beyond just our editorial approach and into our ad breaks,” said Channel 4 sales director Jonathan Allan. “The aim is to inspire agencies and clients to think about what they can do to champion disability.”

The judging panel will be made up of key industry bodies and commentators including representatives from ISBA, The Voice of British Advertisers; the Advertising Association; Campaign magazine – alongside Channel 4 Board members and in-house creative agency, 4Creative.

Further details and how to enter are available at The closing date for entries is Wednesday 25th May and the winning campaign will be announced on Thursday 9th June.