The problem:
70% of the public believe the London 2012 Paralympics improved attitudes towards disabled people.
But 81% of disabled people disagreed…
So ‘Health is’ asked the question - why does a disabled person have to be super, to be human?
The answer:
We defied sports advertising norms to champion the inclusive, everyday things keeping Paralympians healthy, not their athleticism.
By taking over St. Pancras, which 210 million+ commuters used in 23/24, people discovered these stories through inclusively immersive OOH. Braille, audio, dyslexia-friendly typeface, and wheelchair-height billboards transformed St. Pancras into the UK’s first fully accessible media space, and grew into a UK-wide OOH and TVC campaign.
A new, inclusive standard was set behind-the-scenes, as the campaign was shot, narrated and led by disabled people. By unflinchingly challenging our unconscious bias across production, the campaign represented disabled people authentically.
Brand opinion improved for a staggering 91% of key audiences, and created an accessible advertising blueprint that’s permanently transforming St. Pancras.
