Health Is

The “Health Is” campaign, a collaboration between Bupa, Initiative, Momentum, and Channel 4, redefined how media engages with disabled audiences and sparked a lasting movement for inclusion. Centred around the Paralympic Games, the partnership delivered bespoke branded content that deepened cultural understanding of disability and set new accessibility standards in collaboration with Purple Goat. Beyond media success, including a 34% uplift in relevancy among disabled communities, the campaign’s impact was systemic. Channel 4 committed to 100% inclusive inventory by 2026, JCDecaux pledged permanent changes to its furniture, and the Disability Representation Handbook was created as a blueprint for advertisers, ensuring accessibility becomes a standard across industries. This campaign wasn’t just a media partnership. It dismantled barriers, built a blueprint for progress, and proved that true inclusion lies in creating a transformative legacy that challenges and eradicates the inaccessibility ingrained in the media landscape.