LONDON 2012: Channel 4 Paralympics campaign wins major awards

Channel 4’s ‘Meet The Superhumans’ tag-line for the London 2012 Paralympic Games has emerged as one of the most successful marketing campaigns of the year after winning a host of awards.

As well as sweeping the board at the Promax Awards and the British Television Advertising Awards, Channel 4’s innovative work on promoting the Paralympics has also been given the prestigious Campaign of the Year award by Campaign magazine.

LONDON 2012: Our Greatest Team Parade – Live on BBC One, Channel 4 and Sky News

Britain’s carnival of sport culminates with a victory parade through the heart of London to honour the sensational efforts and achievements of Great Britain’s Olympic and Paralympic athletes.

More than a million people are expected to line the streets of London as over 800 athletes travel on 21 floats from Mansion House to Buckingham Palace on Monday, September 10.

BBC One, Channel 4 and Sky News will have comprehensive coverage of the day’s events, capturing the atmosphere along the route as the athletes the British public take part in the final celebration of London 2012.

LONDON 2012: Paralympics Closing Ceremony – Exclusively live on Channel 4

London’s unforgettable summer of sporting drama, excitement and achievement draws to a spectacular conclusion with the closing ceremony of the London 2012 Paralympic Games.

The closing festival, called ‘Festival of Flame’ will feature best-selling British band Coldplay performing live on stage with an estimated worldwide audience of 750 million people.

Jon Snow and Krishnan Guru-Murthy present Channel 4’s coverage of the ceremony from the Olympic Stadium in Stratford, which formally draws the curtain on 11 days of sporting competition that have arguably contributed to producing the greatest Paralympics in the movement’s history.

LONDON 2012: Paralympics Watch – Day 11

On the last day of competition at London 2012 the four marathon events take centre stage, with David Weir and Shelly Woods carrying the hopes for ParalympicsGB.

As the Paralympics draws to a close, all eyes will be on Weir to see if he can an historic fourth gold of these Games.

Teams will also battle it out for the last gold medals of the Games in the 7-a-side football and wheelchair rugby, before the closing ceremony begins at 8pm.

LONDON 2012: Paralympics Watch – Day 10

Just two days remain of London’s unforgettable summer of sport and day ten will be the last chance to catch the majority of the remaining Paralympic sports in action with 54 more gold medals to be awarded.

It’s the final night of swimming at the Aquatics Centre, with plenty of British medal prospects in action to round off a record-breaking Games in the pool, and Oscar Pistorius will hope to finish the Paralympics on a high as the Olympic Stadium hosts London 2012 action for the last time.

Among the other medals up for grabs today are the men’s wheelchair basketball, wheelchair fencing, wheelchair tennis, 5-a-side football, men’s and women’s team table tennis and sitting volleyball.

LONDON 2012: Paralympics Watch – Day 9

Following on from the most extraordinary night in the history of the Paralympic Games, day nine’s action will have to go some way to match the sheer drama and intensity of ‘Thriller Thursday’.

More British gold medals are expected to come following yesterday’s haul of five. Rachel Morris defends the handcycling gold medal she won by three clear minutes in Beijing, Jim Anderson performs in the men’s S2 50m freestyle, and Micky Bushell (above) is one of the favourites for the T53 200m title.

LONDON 2012: Paralympics Watch – Day 8

Brace yourselves because ‘Thriller Thursday’ has arrived as some of the most iconic Paralympians take centre stage inside the Olympic Stadium for what will be an unforgetable day.

South African superstar Oscar Pistorius defends his T44 100m title against the USA’s Jerome Singleton and ParalympicsGB’s Jonnie Peacock (above), who recently knocked 0.06 seconds off the world record.

David Weir will be out to retain his T54 800m title, while Libby Clegg has her eyes on the T12 200m top spot after securing silver in Beijing.

LONDON 2012: Paralympics Watch – Day 7

The fast and furious ‘murderball’, otherwise known as wheelchair rugby, gets underway on day seven and Great Britain will be relying on Aaron Phipps (above) to rack up the points during the course of the competition.

Plus, in the pool, British team-mates and friends Liz Johnson and Charlotte Henshaw do battle in the 100m breaststroke SB6.

LONDON 2012: Paralympics Watch – Day 6

Many of Great Britain’s most high-profile Paralympians will be in action on the sixth day of competition at the London 2012 Games.

David Weir returns to the Olympic Stadium in search of his second gold at the Games in the 1,500m, Ellie Simmonds tries for her fifth career Paralympic gold in the pool, and archer Danielle Brown (above) will defend her individual archery compound title.

LONDON 2012: Paralympics Watch – Day 5

After a pheonmenal weekend of sport watched by record audiences both at the venues and on television, the Paralympic Games continue apace as the event enters its fifth day of competition.

Veteran GB swimmer Sascha Kindred (above) looks to continue an unbeaten run in global championships stretching back to 1998 in the SM6 200m individual medley.

On the track, can world record holder Mickey Bushell sprint to golden glory in the T53 100m?

LONDON 2012: Paralympics Watch – Day 4

Another sensational day of Paralympic sport is lined up for your viewing pleasure on day four of the London Games, with plenty of British gold medal prospects in action throughout.

All eyes will be on David Weir (above) and Shelly Woods at the Olympic Stadium as they look to make it a golden double in the T54 5000m (men’s race at 9.50pm, women’s at 10.40am).

But the blockbuster moment could well come at 9.15pm when Oscar Pistorius goes for his first gold of these Games in the T44 200m.

LONDON 2012: Paralympics Watch – Day 3

Swimming’s golden girl Ellie Simmonds defends the first of her two Paralympic titles on day three of the Games, and Lee Pearson could win his 10th equestrian gold medal when he competes in the individual 1b test.

The golden girl of entire ParalympicsGB squad in Bejing four years ago, Simmonds will look to hold on to her S6 400m freestyle title and claim another Paralympic gold medal for Great Britain at 5.50pm.