Bupa and ParalympicsGB – Health is

Client: Bupa

Bupa and ParalympicsGB launched an accessibly immersive takeover of King’s Cross St. Pancras during the Paris 2024 Paralympics.

The activation told the stories of Para athletes not as elite athletes or tear-jerking inspirations, but the public saw 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 look at disabled people differently, with more empathy and understanding.