News

Bupa's ‘This Is Health’ campaign launches with an accessibly immersive takeover of St. Pancras International’s Underground tunnel, featuring athletes Emmanuel Oyinbo-Coker and Hannah Cockroft OBE, highlighting the lack of diverse perspectives when it comes to showcasing what ‘health’ looks like.

Featuring giant wall wraps, moving images on digital 6-sheet screens and mirrors encourage commuters to see themselves in the story, reinforcing the message that 'Health is as unique as you are – delivered by JCDecaux’s Creative Solutions team working with Momentum Worldwide and Rapport.

Understanding the challenges faced by disabled people is at the heart of this campaign. The type is set in an accessible typeface in the tunnel, and the campaign story is told across three accessible media: print, braille, and audio. Braille features on the underside of the middle handrails and gives a digestible overview of ‘Health is’ while spatial audio narrations direct people to the braille handrails. But rather than simply describing what people may not be able to see, the campaign focuses on telling a story.

“The campaign aims to showcase different perspectives on health. To ensure we were able to truly reflect what life is like with a disability we worked with photographer Sonny McCartney, an amputee, to capture those everyday moments, as well as accessibility Marketing Specialists. We hope the resulting campaign is a positive step forwards in representation of health in a more inclusive way.”

Angelique Waker

Director of brand marketing at Bupa Global, India & UK 

Bupa’s ‘Health is’ campaign nationwide Out-of-Home media plan, is live from 26th August through to 8th September 2024.