Bupa and ParalympicsGB – Health is

Client: Bupa

How did Bupa and ParalympicsGB create one of the world’s most accessible campaigns? They widened their perspective with collaborators who truly understand disabled life.

Together, with the backdrop of the Paris 2024 Paralympics, they elevated an authentic representation of disabled people with an immersive takeover of St. Pancras International that took accessibility from afterthought to first thought. ‘Health is’ challenged the perceptions of health – by telling the stories of Para athletes Hannah Cockroft OBE and Emmanuel Oyinbo-Coker, through the rarely seen personal interests that help them stay healthy. Showing the wider public that they have more in common with disabled people than they realise. The campaign also teamed up with Purple Goat, Initiative and JCDecaux. They ensured the campaign both represented disabled audiences and dismantled the structural barriers that excluded them, by transforming St. Pancras International into the UK’s first fully accessible media ad space. ‘Health is’ did more than just push the boundaries of accessible advertising – it set a new, inclusive standard behind-the-scenes too. Across the whole production, crew members with lived experience of disability led the way, and they provided a crucial perspective that’s often unheard. The campaign blossomed into a lasting legacy. Bupa teamed up with the campaign partners to publish the Disability Representation Handbook, giving brands the blueprint for inclusive advertising. Channel 4 has since committed to making 100% of its ad inventory accessible by 2026. And JCDecaux have pledged to permanently integrate braille and accessible ad placements across St. Pancras.