Bupa x ParalympicsGB - Health Is — Simeon Jarrett

Usually, disabled people are portrayed in the media as needing our sympathy. Or, as inspirational superhumans.

Either way, it’s a big reason why non-disabled people don’t relate to them. It limits our idea of what healthy means.

And most disabled people feel like they need to be super, to be seen as human.

So, we shot sprinter Emmanuel Oyinbo-Coker and wheelchair racer Hannah Cockroft OBE in their regular clothes doing regular things.

All to change the idea of what ‘health’ actually is, across OOH, social and a remixed edition of Bupa’s latest TV spot, that aired during the opening ceremony.

ft. Hannah Cockroft OBE

ft. Emmanuel Oyinbo-Coker

The campaign took over the tunnel between Kings Cross and St Pancras as well. With braille, spatial audio storytelling, and dyslexia-friendly typesetting, we set out to make the OOH campaign as accessible as possible.

Like every agency team, we weren’t the most diverse. So we worked with people who had the lived experience we didn’t, like the specialist inclusive marketing agency Purple Goat, voiceover artist Samuel Parish who has high-functioning autism and acclaimed photographer Sonny McCartney, who is an amputee.