Paralympic athletes replaced with able-bodied models in Vogue Rio campaign
Magazine's Brazilian edition claims controversial ads are meant to help sell tickets.
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An ad campaign that uses able-bodied models as substitutes for Paralympic athletes is being widely criticised ahead of the Rio 2016 Paralympic Games.
The Brazilian edition of Vogue magazine published photos of two soap opera stars that had been Photoshopped to make them look like amputees.
Cleo Pires lost her right arm to Photoshop and Paulinho Vilhena was given a prosthetic leg. The campaign is even more outrageous because the magazine had two actual Parathletes at the photo shoot “as inspiration,” but they were not the subject of the campaign.
In a release, Vogue’s Brazilian edition said the aim of the campaign titled, “We’re all Paralympians,” is to bring visibility to the event and to help sell tickets. Fewer than 15 per cent of Paralympic tickets have been sold.
Brazilians took to Twitter to say the campaign is not only disrespectful, it also sends a negative message about people with disabilities.