Health Is

The “Health Is” campaign didn’t just transform how media engages with disabled audiences; it sparked a movement for systemic industry change. We sought to dismantle non-inclusive media formats and re-engineer systems of oppression, proving that accessibility within our industry is essential, not optional. From Channel 4’s ad breaks exposing representation disparities to wheelchair-height billboards, braille on handrails, and spatial audio narration, the campaign set a new benchmark for inclusive media environments. But it's true power lay in its legacy. JC Decaux pledged permanent accessibility upgrades, Channel 4 committed to 100% inclusive inventory by 2026, and, in collaboration with Purple Goat, we created the ‘Disability Representation Handbook’ a blueprint for all brands and advertisers to embed accessibility into their campaigns. This wasn’t just a campaign; it redefined how health is represented and engaged with, delivering a 34% uplift in relevancy among disabled communities and setting the standard for inclusive campaigns that empower everyone into 2025 and beyond.