Bupa x ParalympicsGB - Health is

We defied sports advertising norms to champion the inclusive, everyday things keeping Paralympians healthy, not their athleticism. Because disabled people shouldn’t have to be super to be treated as a human.

The campaign was led, shot and narrated by disabled people. Brand opinion improved for 91% of key audiences, and created an accessible advertising blueprint that’s permanently transforming St. Pancras.

Cannes Lion 2025 Silver Lion - Media (Corporate Purpose & Responsibility), plus 2x shortlists

LIA 2025 Bronze - Health & Pharma

The Drum Awards, 1x Gold and 1x Bronze, plus 3x shortlists

Campaign Experience Awards, 2x wins