Health Is

BUPA’s “Health Is” campaign didn’t just transform how media engages with disabled audiences; it ignited a movement and set a new standard for inclusivity in media. At its heart was the Kings Cross St Pancras Immersion Zone, where Initiative, Momentum, and JC Decaux redefined experiential environments with accessibility as a priority. Wheelchair-height billboards, braille on handrails, and spatial audio narration created an unprecedented, fully inclusive experience. The campaign’s impact extended far beyond its execution. JC Decaux has pledged permanent accessibility upgrades to their furniture, ensuring these changes endure. Additionally, we collaborated with Purple Goat and Channel to create the Disability Representation Handbook, a blueprint for inclusive marketing and experiential design. This guide has become a catalyst for change, empowering brands to create authentic, innovative campaigns. The campaign has left an enduring legacy, driving forward disability inclusion and inspiring the advertising industry to prioritise accessibility into 2025 and beyond.