’Considering what?’ Lessons from the Paralympics on the power of the Social Model of Disability

Our understanding of disability has changed significantly in the past few decades. Nowadays, people tend to avoid concentrating on a person's condition or disability and instead focus on challenging societal attitudes and creating inclusive environments. However, this wasn't always the case.  

A key driver of this change has been the involvement of people with lived experiences in shaping policies and practices related to disability or illness—something we’ve championed in our organisation through our Involvement Strategy. This blog, written by HIN Lived Experience Partner Aurora Todisco, explores the development of the Social Model of Disability, how attitudes toward disabilities continue to evolve, and how its principles helped shape Channel 4's recent Paralympics campaign. 

The medical model was once the standard approach for framing disability, defining people with disabilities primarily by their medical conditions. Instead of addressing their needs, this model focused on 'fixing' individuals rather than addressing societal barriers.  

This approach often portrayed people with disabilities as 'having something wrong' with them needing to be fixed to function in a 'normal' society. Such views created negative perceptions and deepened insecurity for disabled people, heightening the challenges they faced for many years.  

 Today, we are working to redefine disability by emphasising the external circumstances that contribute to it, rather than viewing it as a personal shortcoming or asking, 'What's wrong with them?'. While there's much more progress to be made, we’re at least raising the necessary questions: How did we get to a place where change is commencing? And where do we go next? 

Transitioning to the Social Model of Disability 

The Social Model of Disability, shaped by academics, those with firsthand experiences, and the disability rights movement, has redefined the outdated views of disability stated earlier. This model shifts the focus from the impairment itself to the societal barriers, inaccessible environments, and prejudiced attitudes that truly disable people. It highlights the need for inclusive settings that provide equal opportunities for all, regardless of impairment. 

In developing the social model, persons with disabilities played a crucial role. By including those directly affected, we’ve gained a clearer understanding of the challenges they face. In shaping policies and practices, we have fostered a deeper understanding of the challenges faced and developed a more accurate perspective on disability.  

Since we launched our Involvement Strategy in 2022, we’ve had the privilege of working closely with two Lived Experience Partners who have supported our co-production and engagement work. Their involvement ensures that policies genuinely reflect the general needs of patients rather than just their condition, promoting true inclusivity. This approach emphasises the importance of creating environments where everyone, regardless of disability or illness, has equal access and opportunity.

The Paralympics and Challenging Perceptions 

These principles are still persistent today, recently showcased in Channel 4’s ‘Considering What?’ campaign during the Paralympics. Channel 4 recently released the film project ‘Considering What?’ by 4Creative, timed with the launch of the Paralympic Games in Paris. Research revealed that viewers watch the Paralympic Games to see athletes 'overcome their disabilities'. By confronting this perception, the ad encourages viewers to question their subconscious biases and recognise athletes for their abilities. 

This approach resonates with what the Social Model of Disability stands for—challenging societal attitudes towards disabilities rather than 'curing' or 'overcoming' them. Notably, this is the first Channel 4 Paralympics ad to avoid the term 'superhumans’ and was developed with direct input from people with disabilities and their communities, emphasising inclusivity and authenticity. It challenges viewers' perceptions, prompting them to reconsider any unknowing biases they may hold. 

Where next? 

As society steadily embraces this refined understanding of disabilities, we move closer to a world where disabled people are recognised as equal and where we celebrate differences in all aspects of life. Channel 4’s campaign represents a highly visible step in the right direction, reflecting the legacy of the Social Model of Disability. It addresses the challenges people face in understanding disability, encouraging a shift away from focusing on the disability itself and instead on combating negative stereotypes and biases. 

Just as the Paralympics challenge societal views on disability, we in healthcare must continuously evolve our understanding to ensure that our systems and attitudes enable everyone to thrive. This can be achieved through inclusive training for healthcare providers and implementing ongoing education programmes centred on disability awareness. Additionally, we must continue to challenge stigma and invest in research and development to leverage assistive technologies and digital health solutions, improving healthcare access and outcomes for people with disabilities.