Bupa and ParalympicsGB – Health is

Client: Bupa

Bupa and ParalympicsGB teamed up to reshape the public perception of health, with an immersive takeover of St. Pancras International during the Paris 2024 Paralympics.

The activation told the authentic stories of Para athletes not as elite stars or inspirations, but through their rarely portrayed regular lives. Partnering with inclusivity and media experts Purple Goat, JCDecaux and Initiative, the campaign transformed St. Pancras International into the UK’s first fully accessible media space. Commuters from across Europe discovered a true, more inclusive representation of what ‘Health is’, and were encouraged to consider disabled people with more empathy and understanding.