Health Is

Client: Bupa

Twenty-four percent of the UK lives with a disability, yet only four percent of ads feature disabled people and media itself is all too often inaccessible to disabled audiences.

As the Official Healthcare Partner of ParalympicsGB, Bupa saw a chance not just to improve representation, but to drive true media innovation by confronting exclusion at the source. This campaign set out to reimagine the most inaccessible formats in the industry. We repositioned out-of-home to wheelchair height, put braille on handrails and used spacial audio narration to create the UKs most inclusive ad space ever. We rebuilt AV content working with C4 with audio description and subtitles, and redesigned all assets to meet accessibility standards as default.

This wasn’t innovation for show. It was innovation with inclusive intent to reset the baseline for how media should work for everyone.

The results were transformative. Brand opinion rose by 91 percent and consideration by 89 percent among key audiences. JCDecaux committed to scaling accessible formats as a permanent feature . Channel 4 pledged to make 100 percent of its inventory accessible by 2026.

Bupa didn’t just speak to disabled audiences. It rebuilt media to include them.