Onlookers were inspired by the ad.
And then as well as trying to change attitudes we also want to try and change peoples behavior.
The games are shown across the continent on a wide range of pubcasters and commercial nets.
L to R: Rose Ayling-Ellis, Tatyana McFadden and Sophie MorganChannel 4/Todd Antony/Andy Lyons/Getty Images/MEGA/GC Images
She believes the U.S. has a long way to go to match the UK.
Thats not just in broadcasting but is in public awareness.
Channel 4 did a massive awareness campaign and they have changed the game.
It was progressive and disruptive.
It is both a challenging and fascinating undertaking, which could yield trailblazing results.
We always try and look for the next innovation, says Andrews.
It can be a risk but that is what we are here for.
Rose is brilliant and we are looking forward to it.
Behind the camera
Channel 4 isnt only channelling its Paralympic energy in front of the camera.
Whispers idea was to leave a legacy in Wales, he says.
The Paralympics focuses on on-screen disability but we can focus off screen.
Andrews says the impact should last well beyond the games.
For history-maker Morgan, the next step will be the Paralympics gaining parity with its larger, Olympic cousin.
Change cant come soon enough, she adds.
